Differing terminology used to describe antimicrobial resistance can influence comprehension and subsequent behavioural intent

Abstract

Background: Despite global campaigns, the public’s understanding of antimicrobial resistance (AMR) as a global emergency remains limited. Behaviour change is crucial in preserving antimicrobials but requires improved understanding of AMR at a population level. Methods: Members of the public co-designed intervention arms, selecting three alternatives to AMR to be evaluated in a four-armed online randomised behavioural experiment. The primary outcome was attitudes towards AMR. Secondary and exploratory outcomes included comprehension, behavioural intent and recall. Results: In April 2024, 4296 participants completed the online survey. Antibiotic Resistance is the most effective terminology for attitudes towards AMR (p < 3.95E-06), comprehension (p = 0.013) and recall (p < 0.0003). Both Antibiotic Resistance and The Antibiotic Crisis reduce behavioural intent to stop a course of antibiotics early. Conclusions: Alternative terminology to describe AMR can impact attitudes, comprehension and behavioural intent towards antimicrobial use. Co-designing such terminology with the public can be an effective way utilising meaningful language in public health campaigns.