Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent
Abstract Background Despite global campaigns, the public’s understanding of antimicrobial resistance (AMR) as a global emergency remains limited. Behaviour change is crucial in preserving antimicrobials but requires improved understanding of AMR at a population level. Methods Members of the public c...
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| Format: | Article |
| Language: | English |
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Nature Portfolio
2025-04-01
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| Series: | Communications Medicine |
| Online Access: | https://doi.org/10.1038/s43856-025-00849-z |
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| author | Kate Grailey Ailidh Finlayson Bobby Stuijfzand Clare McCrudden Adam Jones Elena Meyer zu Brickwedde Helen Brown Sarah Huf Hannah Behrendt Ara Darzi |
| author_facet | Kate Grailey Ailidh Finlayson Bobby Stuijfzand Clare McCrudden Adam Jones Elena Meyer zu Brickwedde Helen Brown Sarah Huf Hannah Behrendt Ara Darzi |
| author_sort | Kate Grailey |
| collection | DOAJ |
| description | Abstract Background Despite global campaigns, the public’s understanding of antimicrobial resistance (AMR) as a global emergency remains limited. Behaviour change is crucial in preserving antimicrobials but requires improved understanding of AMR at a population level. Methods Members of the public co-designed intervention arms, selecting three alternatives to AMR to be evaluated in a four-armed online randomised behavioural experiment. The primary outcome was attitudes towards AMR. Secondary and exploratory outcomes included comprehension, behavioural intent and recall. Results In April 2024, 4296 participants completed the online survey. Antibiotic Resistance is the most effective terminology for attitudes towards AMR (p < 3.95E-06), comprehension (p = 0.013) and recall (p < 0.0003). Both Antibiotic Resistance and The Antibiotic Crisis reduce behavioural intent to stop a course of antibiotics early. Conclusions Alternative terminology to describe AMR can impact attitudes, comprehension and behavioural intent towards antimicrobial use. Co-designing such terminology with the public can be an effective way utilising meaningful language in public health campaigns. |
| format | Article |
| id | doaj-art-241c765f03a9493a845fc4e314cfbc40 |
| institution | OA Journals |
| issn | 2730-664X |
| language | English |
| publishDate | 2025-04-01 |
| publisher | Nature Portfolio |
| record_format | Article |
| series | Communications Medicine |
| spelling | doaj-art-241c765f03a9493a845fc4e314cfbc402025-08-20T02:10:46ZengNature PortfolioCommunications Medicine2730-664X2025-04-015111110.1038/s43856-025-00849-zDiffering terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intentKate Grailey0Ailidh Finlayson1Bobby Stuijfzand2Clare McCrudden3Adam Jones4Elena Meyer zu Brickwedde5Helen Brown6Sarah Huf7Hannah Behrendt8Ara Darzi9The Fleming Initiative, Institute of Global Health Innovation, Imperial College LondonThe Behavioural Insights TeamThe Behavioural Insights TeamThe Fleming Initiative, Institute of Global Health Innovation, Imperial College LondonThe Behavioural Insights TeamThe Behavioural Insights TeamThe Behavioural Insights TeamThe Fleming Initiative, Institute of Global Health Innovation, Imperial College LondonThe Behavioural Insights TeamThe Fleming Initiative, Institute of Global Health Innovation, Imperial College LondonAbstract Background Despite global campaigns, the public’s understanding of antimicrobial resistance (AMR) as a global emergency remains limited. Behaviour change is crucial in preserving antimicrobials but requires improved understanding of AMR at a population level. Methods Members of the public co-designed intervention arms, selecting three alternatives to AMR to be evaluated in a four-armed online randomised behavioural experiment. The primary outcome was attitudes towards AMR. Secondary and exploratory outcomes included comprehension, behavioural intent and recall. Results In April 2024, 4296 participants completed the online survey. Antibiotic Resistance is the most effective terminology for attitudes towards AMR (p < 3.95E-06), comprehension (p = 0.013) and recall (p < 0.0003). Both Antibiotic Resistance and The Antibiotic Crisis reduce behavioural intent to stop a course of antibiotics early. Conclusions Alternative terminology to describe AMR can impact attitudes, comprehension and behavioural intent towards antimicrobial use. Co-designing such terminology with the public can be an effective way utilising meaningful language in public health campaigns.https://doi.org/10.1038/s43856-025-00849-z |
| spellingShingle | Kate Grailey Ailidh Finlayson Bobby Stuijfzand Clare McCrudden Adam Jones Elena Meyer zu Brickwedde Helen Brown Sarah Huf Hannah Behrendt Ara Darzi Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent Communications Medicine |
| title | Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent |
| title_full | Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent |
| title_fullStr | Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent |
| title_full_unstemmed | Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent |
| title_short | Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent |
| title_sort | differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent |
| url | https://doi.org/10.1038/s43856-025-00849-z |
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