COVID-19 Health Communication: Key Moderators of Message Framing

Objective. Earlier studies on message framing in the health sector have often focused effectiveness of terms behaviour change and decision making. Much less attention has been paid to influence emotional responses recipients. This neglected aspect is extremely important particularly at times crises because care professionals wish persuade public comply with their advice without causing unnecessary anxiety. The current study examined effect affect Arabic-speaking Saudi nationals residents Arabia during COVID-19 lockdown. outcome/severity recipients’ age/levels depression anxiety was also investigated. 
 Materials & methods. A total 348 participants three age groups completed Beck Depression Inventory (Beck et al., 1996) State-Trait Anxiety (Spielberger 1983), rated positivity 48 messages different along a 6-point Likert scale. Results. results showed strong severity responses. limited for outcome noted. Conclusions. It recommended use gain-framed order avoid maintain positive affect. younger adults whose gets negatively impacted by loss-framed quite easily. Loss-framed are severe situations that desirable outcomes.