Using infographics to reduce the negative effects of jargon on intentions to vaccinate against COVID-19.

Guided by feelings-as-information theory, this experiment (N = 643), based in the United States, tested whether the use of jargon and infographics within messages designed to explain the COVID-19 mRNA vaccines affected behavioral intentions to vaccinate. The results revealed that the presence of jargon was associated with a difficult processing experience, message resistance, decreased perceptions of message credibility, and reduced intentions to get the COVID-19 vaccine. That said, when an infographic was integrated into the jargon message, these negative relationships went away and the presence of jargon no longer indirectly impacted intention to vaccinate. This experiment demonstrates that in contexts where jargon use exists, the use of an infographic can counteract some of the negative effects of a difficult processing experience.

The Interplay of Jargon, Motivation, and Fatigue While Processing COVID-19 Crisis Communication Over Time

Using the backdrop of the COVID-19 pandemic, this three-wave experiment (N = 1,830) examined whether a public health crisis motivates people to engage with complicated information about the virus in the form of jargon. Results revealed that although the presence of jargon negatively impacted message acceptance for topics that were not particularly urgent (flood risk and federal risk policy), the presence of jargon within the COVID-19 topic condition did not affect message perceptions—at first. In subsequent waves of data collection, however, it was found that the influence of jargon strengthened over time within the COVID-19 topic condition. Specifically, jargon began to exert a stronger influence on processing fluency despite the continued urgency of the topic. This finding suggests that motivation to process COVID-19 related information declined over time. Theoretical contributions for language, processing fluency, and persuasion are offered and practical implications for health, risk, science, and crisis communicators are advanced.