Worry, Media Use, and Knowledge as Predictors of Preventive Behaviors during A Public Health Emergency: A Case Study of 2009/2010 A(H1N1) Pandemic

Studies have shown communication inequalities - differences among individuals and social groups in accessing and using information on health and specific threats - have consequential impacts on people’s knowledge, emotions and behavior responses, and ultimately health outcomes. Without being properly addressed, these inequalities could result in leaks in the surveillance net and compromise public health systems’ efforts to prevent and respond to pandemic influenza outbreaks or other types of emergencies. Here we have investigated the role communication inequalities play during the 2009/2010 A(H1N1) pandemics focusing on the associations among people’s concerns about being infected by the A(H1N1) virus, levels of A(H1N1)-related knowledge, and the subsequent health behavioral responses. Using nationally-representative cross-sectional survey data collected during the 2009/2010 A(H1N1) pandemic among American adults, we conducted hierarchical ordered or general logistic regression analyses, whenever appropriate. We found a strong association persists between health behavioral and levels of concerns about the possibility of self or family members being infected by the A(H1N1) virus, even after adjustment for socioeconomic position. Specifically, concerns, general media exposure, and being Hispanic were positively associated with the uptake of hygienic practices, employment of social distancing, and seeking of medical consultation. Knowing the modes of transmission of A(H1N1) virus was also positively related to the use of non-pharmaceutical interventions. Therefore, carefully crafted health communication campaigns that raise the public sense of urgency to a proper level could help cue people to take actions to protect themselves and loved ones.