Enhancing the efficacy of instructing and adjusting information: An exploration of interactivity and vividness

Abstract Instructing and adjusting information is required to protect stakeholders during a crisis. However, it is unwise to assume that people, especially young adults, automatically follow the information once it is provided. Using a 2 (interactivity: low [email] vs. high [mobile app]) × 2 (vividness: low [text‐only] vs. high [infographic]) between‐subject lab experiment, this study found that infographics were effective in improving self‐efficacy, proxy efficacy, and trust in the organization. In addition, an interaction was observed between interactivity and vividness on participants' intention to follow instructing and adjusting information. The findings of this study provide evidence of the advantage of using infographics during a crisis.