When infographics work better: the interplay between temporal frame and message format in e-health communication

Objective: This study examined the effects of temporal frame and message format on users’ risk perception, message elaboration, and intention to disseminate the message to others. Methods: 268 undergraduate students at a U.S. public university participated in a 2 (temporal frame: day vs. year) x 2 (message format: text-based vs. visual-based infographics) online experiment. Participants were randomly assigned to one of the four conditions and completed questions about perceived risk, message elaboration, intention to share information, and their demographics, and medical history. Results: Findings reported that the interaction was significant for all dependent variables: perceived risk, F(1, 264) = 11.46, p <.01, ηp² =.04, message elaboration, F(1, 264) = 8.73, p <.01, ηp2 =.03, and sharing intention, F(1, 264) = 11.74, p <.01, ηp² =.04. Conclusion: Visual-based infographics were more effective when paired with a day frame, while text-based messages were more influential when used with a year frame.