On the Impact of Chronic Message Fatigue on Informational and Behavioral Outcomes

Message fatigue is an aversive motivational state associated with chronic overexposure to similar messages. Most extant research has relied on cross-sectional designs, precluding causal inferences about the relationship among exposure, fatigue, and persuasive outcomes. To address this limitation, we conducted a two-wave online survey using a nationwide U.S. adults sample in the context of COVID-19 and influenza vaccine messaging (Wave 1: N = 601; Wave 2: N = 305). Cross-lagged panel analyses revealed a positive association between exposure and fatigue within Wave 2, whereas exposure at Wave 1 negatively predicted fatigue at Wave 2. Within each wave, fatigue was negatively associated with adaptive behavioral intentions. Information-induced emotions, including hope, anger, and fear, significantly correlated with fatigue. Unexpectedly, information-seeking intent at Wave 1 predicted lower message fatigue at Wave 2. Implications for message fatigue research and effective health communication are discussed.