Chatbot-Delivered COVID-19 Vaccine Communication Message Preferences of Young Adults and Public Health Workers in Urban American Communities: Qualitative Study (Preprint)

Weeks, Rose; Cooper, Lyra; Sangha, Pooja; Sedoc, João; White, Sydney; Toledo, Assaf; Gretz, Shai; Lahav, Dan; Martin, Nina; Michel, Alexandra; Lee, Jae Hyoung; Slonim, Noam; Bar-Zeev, Naor

doi:10.2196/preprints.38418

Cited by 3 publications

(1 citation statement)

References 46 publications

(33 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Persuasive technology can also leverage cognitive biases such as the framing effect, which is the tendency of people to respond differently to information depending on how it is presented. For example, a fitness app might frame the benefits of exercising as "preventing disease" or "improving longevity" depending on the user's age and health concerns (Carfora et al, 2022;Weeks et al, 2022).…”

Section: Taxonomy Of Persuasion Techniquesmentioning

confidence: 99%

Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

Braca

Dondio

2023

Preprint

View full text Add to dashboard Cite

This paper presents a comprehensive review of persuasion techniques and their applications in the context of designing persuasive communication systems for marketing purposes. The study provides a condensed taxonomy of techniques and offer examples to guide the development of effective persuasive messages. Furthermore, the paper explores how attitudes, personality traits, and emotions can be leveraged as input data in predictive models, including machine learning approaches. The study's findings offer valuable insights for the design and implementation of persuasive communication systems across diverse contexts, including marketing and advertising, public health campaigns, and political messaging. This paper has the potential to serve as a valuable resource for both researchers and practitioners seeking to enhance their understanding of the science of persuasion, as it synthesizes existing literature and provides practical examples. In this way, the paper contributes to the field of persuasion research and practice, serving as a valuable tool for those seeking to expedite and deepen their knowledge of persuasive communication.

show abstract

Section: Taxonomy Of Persuasion Techniquesmentioning

confidence: 99%

Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

Braca

Dondio

2023

Preprint

View full text Add to dashboard Cite

show abstract

Usability and Credibility of a COVID-19 Vaccine Chatbot for Young Adults and Health Workers in the United States: Formative Mixed Methods Study

et al. 2023

Self Cite

View full text Add to dashboard Cite

Background The COVID-19 pandemic raised novel challenges in communicating reliable, continually changing health information to a broad and sometimes skeptical public, particularly around COVID-19 vaccines, which, despite being comprehensively studied, were the subject of viral misinformation. Chatbots are a promising technology to reach and engage populations during the pandemic. To inform and communicate effectively with users, chatbots must be highly usable and credible. Objective We sought to understand how young adults and health workers in the United States assessed the usability and credibility of a web-based chatbot called Vira, created by the Johns Hopkins Bloomberg School of Public Health and IBM Research using natural language processing technology. Using a mixed method approach, we sought to rapidly improve Vira’s user experience to support vaccine decision-making during the peak of the COVID-19 pandemic. Methods We recruited racially and ethnically diverse young people and health workers, with both groups from urban areas of the United States. We used the validated Chatbot Usability Questionnaire to understand the tool’s navigation, precision, and persona. We also conducted 11 interviews with health workers and young people to understand the user experience, whether they perceived the chatbot as confidential and trustworthy, and how they would use the chatbot. We coded and categorized emerging themes to understand the determining factors for participants’ assessment of chatbot usability and credibility. Results In all, 58 participants completed a web-based usability questionnaire and 11 completed in-depth interviews. Most questionnaire respondents said the chatbot was “easy to navigate” (51/58, 88%) and “very easy to use” (50/58, 86%), and many (45/58, 78%) said its responses were relevant. The mean Chatbot Usability Questionnaire score was 70.2 (SD 12.1) and scores ranged from 40.6 to 95.3. Interview participants felt the chatbot achieved high usability due to its strong functionality, performance, and perceived confidentiality and that the chatbot could attain high credibility with a redesign of its cartoonish visual persona. Young people said they would use the chatbot to discuss vaccination with hesitant friends or family members, whereas health workers used or anticipated using the chatbot to support community outreach, save time, and stay up to date. Conclusions This formative study conducted during the pandemic’s peak provided user feedback for an iterative redesign of Vira. Using a mixed method approach provided multidimensional feedback, identifying how the chatbot worked well—being easy to use, answering questions appropriately, and using credible branding—while offering tangible steps to improve the product’s visual design. Future studies should evaluate how chatbots support personal health decision-making, particularly in the context of a public health emergency, and whether such outreach tools can reduce staff burnout. Randomized studies should also be conducted to measure how chatbots countering health misinformation affect user knowledge, attitudes, and behavior.

show abstract

Piloting a COVID-19 vaccine chatbot with young adults and health workers in the U.S. to validate usability, credibility, and intention to use (Preprint)

Weeks¹,

Sangha²,

Cooper³

et al. 2022

Preprint

View full text Add to dashboard Cite

BACKGROUND The COVID-19 pandemic raised novel challenges in communicating reliable, continually changing health information to a broad and sometimes skeptical public, particularly around COVID-19 vaccines, which despite being comprehensively studied were the subject of viral misinformation. Chatbots are a promising technology to reach and engage populations during the pandemic. To inform and communicate effectively with users, chatbots must be highly usable and credible. OBJECTIVE We sought to understand how young adults and health workers in the U.S. assessed the usability and credibility of a web-based chatbot called Vira, created by the Johns Hopkins Bloomberg School of Public Health and IBM Research using natural language processing technology. Using a mixed-method approach, we sought to rapidly improve Vira’s user experience to support vaccine decision-making during the peak of the COVID-19 pandemic. METHODS We recruited racially and ethnically diverse young people and health workers, with both groups from urban areas of the U.S. We used the validated Chatbot Usability Questionnaire (CUQ) to understand the tool’s navigation, precision, and persona. We also conducted 11 interviews with health workers and young people to understand the user experience, whether they perceived the chatbot as confidential and trustworthy, and how they would use the chatbot. We coded and categorized emerging themes to understand the determining factors for participants’ assessment of chatbot usability and credibility. RESULTS Fifty-eight participants completed an online usability questionnaire and 11 completed in-depth interviews. Most questionnaire respondents (86-88%) said the chatbot was “easy to navigate” and “very easy to use,” and many (78%) said responses were relevant. The mean CUQ score was 70.2 ± 12.1 and scores ranged from 40.6 to 95.3. Interview participants felt the chatbot achieved high usability due to its strong functionality, performance, and perceived confidentiality, and that the chatbot could attain high credibility with a redesign of its cartoonish visual persona. Young people said they would use the chatbot to discuss vaccination with hesitant friends or family members, while health workers used or anticipated using the chatbot to support community outreach, save time, and stay up to date. CONCLUSIONS This formative study conducted during the pandemic’s peak provided user feedback for an iterative redesign of Vira. Taking a mixed-method approach provided multidimensional feedback, identifying how the chatbot worked well—being easy to use, answering questions appropriately, and using credible branding—while offering tangible steps to improve the product’s visual design. Future studies should evaluate how chatbots support personal health decision-making, particularly in the context of a public health emergency, and whether such outreach tools can reduce staff burnout. Randomized studies should also measure how chatbots countering health misinformation affect user knowledge, attitudes, and behavior.

show abstract

Chatbot-Delivered COVID-19 Vaccine Communication Message Preferences of Young Adults and Public Health Workers in Urban American Communities: Qualitative Study (Preprint)

Cited by 3 publications

References 46 publications

Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

Developing Persuasive Systems for Marketing: The interplay of persuasion techniques, customer traits and persuasive message design.

Usability and Credibility of a COVID-19 Vaccine Chatbot for Young Adults and Health Workers in the United States: Formative Mixed Methods Study

Piloting a COVID-19 vaccine chatbot with young adults and health workers in the U.S. to validate usability, credibility, and intention to use (Preprint)

Contact Info

Product

Resources

About