Communication of truly novel diseases (TNDS) and preventative behavior

Purpose Health communication about truly novel diseases (TNDs) (e.g. COVID-19) poses a challenge. TNDs are marked by uncertainty: while the chances of contracting the disease are certain, the health consequences of the disease remain uncertain. This study aims to focus on these two aspects of disease, disease probabilities (i.e. chances of contracting a disease) and disease consequences (i.e. associated symptoms), and examines their influence on information seeking and preventative behavior such as vaccination. In addition, the authors examine the role of emphasis framing on consumers’ preventative behavioral intentions. Design/methodology/approach This research comprises three experimental studies that demonstrate the independent effects of disease probabilities and disease consequences on information seeking and preventative actions for TNDs. It also shows the impact of emphasis framing on behavioral intentions for both TNDs and known diseases. Findings Although prior research suggests that both disease aspects impact behavior, the findings from three studies reveal that only disease probabilities influence preventative behavioral outcomes for TNDs, whereas disease consequences do not. In addition, emphasizing disease probabilities in messages increases the adoption of preventative behaviors for TNDs but not for known diseases. Originality/value This research advances the theoretical understanding of health communication for TNDs and provides communication guidelines for policymakers and health-care marketers.