Insights into the Efficiency of the Elaboration Likelihood Model in Shaping the Attitudes toward Face Mask-Wearing: Lessons Learned from the COVID-19 Pandemic.

During the COVID-19 pandemic, the focus of public health policymakers shifted towards changing individuals' attitudes to control the spread of the disease. Wearing a face mask emerged as the most frequently recommended strategy. This study assessed the attitude towards face mask-wearing, using the Elaboration Likelihood Model (ELM) in a Health Care Social Marketing campaign. The proposed ELM consisted of the central route, characterized by the argument quality, and the peripheral route, which referred to the image attractiveness, social presence, and the usefulness of the information. The sample comprised 162 participants, and the model was elaborated and validated with Structural Equation Modeling. The findings revealed that the model explained 36.5% of the attitude toward face mask-wearing variance, leading to a satisfactory fit. In addition, there was no statistically significant difference between the other-focused and the self-focused messages used in the Health Care Social Marketing campaign. These outcomes are useful for healthcare policymakers and other stakeholders interested in potential future health crises. DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.24.169-188