The power of choice. Identifying the most autonomy-supportive message frame in digital health communication (Preprint)
BACKGROUND Effectiveness of digital health communication may be increased by enhancing autonomy-supportiveness. OBJECTIVE Aim of this study was to identify the most autonomy-supportive message frame within an intervention aimed at vegetable intake, by testing the effect of two strategies, i.e. 1) using autonomy-supportive language and 2) providing choice. METHODS An online 2 (autonomy-supportive vs. controlling language) x 2 (choice vs. no choice) experiment was conducted among 526 participants, recruited via a research panel. Main outcome measures were perceived autonomy-support (VCCQ; 1-5), perceived relevance (1 item; 1-5) and overall evaluation of the intervention (1 item; 1-10). RESULTS Choice had a positive effect on the overall evaluation of the intervention (b = .12, p = .003) and for participants with a high need for autonomy also on perceived relevance (b = .13, p = .017). A trend was observed of choice having positive effects on perceived autonomy-support (b = .07, p = .065). No significant effects on any of the three outcomes were observed for language. CONCLUSIONS Results suggest that provision of choice rather than use of autonomy-supportive language can be an easy-to-implement strategy to increase the effectiveness of online computer-tailored health communication, especially for people with a high need for autonomy.