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An environmental scan of messages promoting compliance behaviour for a medical directive in COVID-19

Thi Nhung Mac et al.

Health Marketing Quarterly2025https://doi.org/10.1080/07359683.2025.2451515article
AJG 1ABDC B
Weight
0.37

Abstract

Compliance with COVID-19 preventive behaviours together with the urgency to contain the virus underscored the need for rapid yet effective public health massaging. While messages aimed to inform and protect the public, the evolving situation often precluded the use of theoretically-based and empirically-informed approaches. This study aimed to analyse the presence and prevalence of belief-based constructs and strategies known to foster behaviour change embedded within Australian Government communications regarding compliance with QR code check-in behaviour during the COVID-19 pandemic using the Theory of Planned Behaviour as a guiding framework. Six belief codes and five behaviour change techniques were identified in 17 communication messages. Findings highlight the use of potentially effective strategies in the messages to change behaviour; for example, drawing on attitudinal and self-efficacy beliefs. Yet, results identified gaps, such as a lack of strategies to highlight normative influences and build habits that can inform future messaging and pandemic preparedness.

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https://doi.org/https://doi.org/10.1080/07359683.2025.2451515

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@article{thi2025,
  title        = {{An environmental scan of messages promoting compliance behaviour for a medical directive in COVID-19}},
  author       = {Thi Nhung Mac et al.},
  journal      = {Health Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/07359683.2025.2451515},
}

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An environmental scan of messages promoting compliance behaviour for a medical directive in COVID-19

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.