Do we Change Our Behaviour When Women Tell Us to?!

Women as Credible Voices in Health Communication Influencing Attitudes and Behavioural Intentions

Abstract

Women remain underrepresented as expert voices in health communication and often face credibility disadvantages due to persistent gender stereotypes. This paper investigates how expert gender (female, male, neutral) influences perceived credibility, attitudes, and behavioural intentions, and how these effects are shaped by contextual factors, such as the type of online medium and the topic, as well as individual factors, such as eHealth literacy. Study 1 employs an experimental design to test the relationships between gender cues, type of online medium, and eHealth literacy, while Study 2 uses a think-aloud approach to examine how implicit gender associations of health topics shape credibility judgements. The findings from the experimental design show that gender heuristics affect attitudes and behavioural intentions, particularly among individuals with lower eHealth literacy, whereas the type of online medium does not. Furthermore, the results from the think-aloud approach point toward an interpretive link between topic gendering and evaluations of expert gender. These insights illuminate the complex interplay between source gender, topic framing, and recipients’ characteristics, offering a clearer basis for future research on inclusive online health communication.