Welcome to the 2025 AAA Annual Conference in Pittsburgh, PA! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2025!
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Communication researchers have adopted the concept of message fatigue (e.g., Kim & So, 2018; Reynolds-Tylus et al., 2021; So et al., 2017) to explain why health campaigns may fail to achieve desired outcomes. This study builds on previous work and investigates how message fatigue affects individuals’ evaluations and sharing intentions of health messages. Perceived informational utility (PIU) was identified as a key mediator, accounting for the negative impact of message fatigue on health campaigns. Two mediating paths were identified: (1) PIU mediated the relationship between message fatigue and perceived message effectiveness; (2) PIU mediated the relationship between message fatigue and sharing intentions. Additionally, we investigated forewarning of message fatigue as a potential strategy to reduce subsequent experiences of message fatigue; however, our findings did not support its effectiveness.
Please note: Speakers are automatically alphabetized by last name in SCHED. The speaker order here does not necessarily reflect the true authorship order of the presentation.
