Combating the Plague of Health Misinformation in Memes: Exploring the Influence of Transmission and Ritual Vaccine Messaging Using the Six-Segment Message Strategy Wheel.

Given the popularity of anti-vaccine memes, understanding how to craft appealing and memorable messaging to counteract potentially misleading user-generated content (UGC) is essential. This research investigates the impact of message strategy on memorability and behavioral intention using Taylor's Six-Segment Message Strategy Wheel (SSSW) within the high-involvement product category of vaccines. Participants used the SSSW to evaluate existing web-based anti-vaccine UGC or memes. Pro-vaccination counter-messaging, aligned with strategy and decision-making style, was tested. The results reveal emotionally connected messages were most memorable, even with low message frequency. This finding also suggests that emotional cues are processed differently than logical arguments and should be given a distinct processing route in cognitive models such as the ELM (Elaboration Likelihood Model).