Why antimicrobial resistance messaging fails: qualitative insights interpreted through the elaboration likelihood model

This study explored how patients and doctors perceive current public communications on antimicrobial resistance (AMR). Using focus groups and the Elaboration Likelihood Model (ELM), researchers found that existing AMR messages are often inaccessible, overly technical, unclear, and sometimes contradictory. Participants noted that the punitive tone and lack of personal or cultural relevance reduced motivation to engage with the information, while the absence of persuasive cues weakened impact. The findings suggest that AMR messaging needs to be clearer, more relatable, and positively framed, using both strong arguments and persuasive cues to promote lasting awareness and behavior change.