ACMJ Article

Abstract

This study investigated the effectiveness of fear appeal and reassurance messages in combating and reducing misconceptions of using birth control methods, particularly in the culturally conservative communities like Ado-Ekiti, Ekiti State. The study was based on the Protection Motivation Theory and the Health Belief Model to examine the relationship between emotional and cognitive reactions to various health communication strategies and the attitude and behavioural intentions of women towards the use of contraceptives. The study adopted a descriptive research design, with a sample size of 307 women aged 18-45 years, who were sampled using a multistage sampling technique in four wards and eight streets in Ado-Ekiti. Data were analysed using descriptive and inferential statistical methods such as independent samples t-tests, chi-square tests, and ANCOVA. Findings showed that myths like contraceptives making women infertile or only suitable for married women are still prevalent. Reassurance messaging also had a significant reduction in these false beliefs (M = 2.4, SD = 1.1) over fear appeal messaging (M = 3.0, SD = 1.2), p = 0.0001. Moreover, the majority of women indicated that reassurance-based communication was more preferred since it evoked a sense of calmness, trust, and comfort, and fear-based messages caused anxiety and resistance (2 = 10.32, p = 0.0013). Nevertheless, the two forms of messaging were also effective in promoting intentions to use contraception (p = 0.933) but in different ways. The study concludes that a reassurance message is more effective in dealing with misconceptions and developing trust, whereas fear appeal can be used strategically to emphasise urgency.

FEAR OR REASSURANCE? EVALUATING HEALTH COMMUNICATION STRATEGIES FOR ADDRESSING CONTRACEPTIVE MISCONCEPTIONS AMONG WOMEN IN ADO-EKITI, NIGERIA, 2026, Vol. 3, No. 1, pp. 1-12. PDF