Reducing information avoidance: The effectiveness of humour, cute animals and coping messages

Objectives: Guided by the hedonic surplus/mood-as-resource hypotheses, we sought to identify message components that prevent health information avoidance by inducing hedonic psychological states. Design: Two experimental studies. Methods: Participants, age 45–75, recruited from the online survey platform, Prolific (Study 1 N = 288, Study 2 N = 505), completed a survey of their colorectal cancer (CRC) information avoidance tendency and demographics. They were reinvited to participate in a study where they were randomized to view one of four types of images: humorous comics, cute animals, coping messages or streetscapes images (control condition). To assess CRC information avoidance behaviour after viewing the stimuli, participants choose whether to be directed to a website to complete a CRC risk calculator (Study 1), or whether to view a CRC information video or a video about foot care (Study 2). Using logistic regression, we regressed each outcome variable on interactions between self-reported CRC information avoidance tendency and experimental condition. We then used the PROCESS macro to test if mood mediated these interaction effects. Results: In Study 1, to the degree participants reported CRC information avoidance tendency, viewing humorous comics compared to control images increased their odds of choosing to view the risk calculator (OR = 5.26, p =.02). The same was true in Study 2 for choosing to watch the video about CRC vs. foot care (OR = 2.42, p =.04). Effects were not mediated through mood and there were no effects for the cute animals or coping messages. Conclusions: Using humour at the outset of a health message may increase reach to people who otherwise avoid CRC or other health messaging.