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Abstract
The purpose of this study was to investigate whether and how perceived overcontrol and perceived overdemand in a health message might predict message fatigue and resistance to the
message (i.e., message avoidance, inattention, message devaluation, unfavorable attitude to the
message, and negative emotions). Two online surveys with different health contexts (i.e.,
COVID-19 and HPV) were conducted to test the proposed hypotheses and research questions.
Based on findings from the online surveys, two online experiments were conducted to test the
effects of inoculation and controlling language as communication tactics to mitigate message
fatigue during the health communication. In the first experiment (n = 301), a 3 (elaborated
inoculation treatment: normative vs. informative vs. control) × 2 (controlling language: high vs.
low) between-subjects design was used. The first used elaborated inoculation framed as
normative and informative designed to enhance threat of impending message fatigue to a
message advocating for COVID-19 vaccination. To test whether the effects of an inoculation
message on message fatigue differed by degree of threat detailed in the inoculation message, the
second experiment (n = 350), a 2 (limited inoculation treatment: inoculation vs. control) × 2
(controlling language: high vs. low) between-subjects design was used in the context of HPV
vaccination.
The findings of the studies were four-fold. First, the findings indicate that when message
contains controlling and demanding attitudinal or behavioral task, it led to greater message
fatigue. Second, enhanced message fatigue led to greater resistance to the message advocating
for vaccination, a finding that is consistent with previous studies. Third, health persuasive
message used with less controlling language was effective in reducing message fatigue than
using inoculation message. Fourth, the findings showed a possible moderating role of vaccine
status, indicating the previous engagement level in vaccination might reduce the adverse effect of
message fatigue.