Antibiotic resistance is one of the most pressing global health issues today, and public communication plays a key role in shaping how people think about it. This study examined whether emphasizing the importance of antibiotic resistance influences how people’s attitudes are influenced, especially when paired with persuasive health messages.

Participants received different combinations of messages highlighting either antibiotic or caffeine use, with a focus on both importance and persuasion. The study also explored whether psychological reactance, the state that occurs when individuals feel their freedom of thought or behavior is being threatened, might explain why some attitudes resist change.

This presentation will cover the study’s design and its relevance for improving the impact of health communication campaigns.