The Power of Messaging: How Communication Strategies Influence Decision-Making in Cardiovascular Disease Prevention

This thesis examines the effectiveness of different communication strategies in the context of cardiovascular disease prevention. The research focuses on the combination of communication tone (serious vs. humorous) and message type (personal stories vs. statistics) and their influence on individuals’ willingness to participate in preventive medical screenings. The theoretical framework is based on the Health Belief Model (HBM), which offers a lens through which to understand how people perceive health risks, the benefits of prevention, and cues to action. A quantitative study was conducted through an online questionnaire featuring videos created using artificial intelligence. The findings show that both a serious communication tone and the use of personal stories significantly increase respondents’ willingness to engage in preventive action. The study also identified education as an important modifying factor affecting how health messages are perceived. The results provide valuable insights for the design of more effective and targeted public health campaigns.