Relative importance of "why" and "how" messages on medication behavior: Insights from construal level theory.

Abstract

This study assesses the impact of initial messaging strategies on medication behavior in newly diagnosed hypertension patients in a hypothetical context. Applying Construal Level Theory, this study evaluated which message type-low construal (focused on how, feasibility, and concrete) or high construal (focused on why, desirability, and abstract)-is more effective. An online quasi-experiment was performed with 1200 participants without hypertension aged 30-60. The participants were divided into two message groups, each receiving a hypothetical hypertension diagnosis during a health check-up and different medication messages tailored to construal levels. Compared to "how" messages, "why" messages significantly improved message satisfaction (F_1,1192 = 10.36, p = 0.001, ηp² = 0.009, M (SE) = 5.25 (0.04) vs. 5.04 (0.04)) and adherence intentions (F_1,1192 = 7.54, p = 0.006, ηp² = 0.006, M (SE) = 4.83 (0.06) vs. 4.59 (0.06)). In the hypothetical scenario, patients newly diagnosed with hypertension were found to be more responsive to "why" messages and perceived a distant psychological distance to medication. To enhance adherence intentions and message satisfaction, healthcare professionals should emphasize the reasons and benefits of medication use for newly prescribed hypertension patients. Moreover, early-stage patient materials should prioritize "why" messages to improve adherence.