The Emotional Dimensions of Prediabetes Prevention Video Communication in Malaysia
Abstract
Diabetes prevalence in Malaysia has increased dramatically from 11.2% (2011) to 18.3% (2019), with prediabetes representing a critical intervention opportunity. This study examines emotional responses to prediabetes prevention videos using the Extended Parallel Processing Model (EPPM) framework, complemented by the Evaluation Grid Method of Laddering (EGML) and Lokman's Emotion and Importance Quadrant (LEIQ™) adaptation. Fifteen health-related videos were initially selected and validated by medical, psychology, and cinematography experts, resulting in 10 final specimens. Focus group discussions with 18 participants at risk for prediabetes analysed emotional responses and video design elements. EPPM sessions with three additional focus groups mapped emotional reactions onto efficacy-threat quadrants. Results revealed distinct positive emotions (hope, motivation, empathy) and negative emotions (fear, confusion, boredom) linked to specific video elements. Personal narratives, clear language, and actionable information generated positive responses, while technical language and poor production values evoked negative reactions. EPPM analysis identified four audience segments requiring different communication strategies: provide calls to action (high efficacy × high threat), educate about solutions (low efficacy × high threat), educate about risk (high efficacy × low threat), and comprehensive education (low efficacy × low threat). This emotion-centred, audience-segmented approach provides practical guidance for developing targeted prediabetes prevention communications in Malaysia.
Keywords: Health communication, EPPM, prediabetes, emotional response, EGML.
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