Eva Krockow
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evakrockow.bsky.social
Eva Krockow
@evakrockow.bsky.social
340 followers 230 following 48 posts
Associate Prof of Psychology at University of Leicester; research on health decision making & risk communication, e.g. about antibiotic resistance; writer; yoga enthusiast; mother of two
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evakrockow.bsky.social
Thanks, Jason! I've not yet received your email. Please let me know if you're still interested.
November 25, 2025 at 9:03 AM
evakrockow.bsky.social
Hi Jason, I'm Eva Krockow, researcher at the University of Leicester. I am interested in finding out how people think about phages. You previously posted a clever phage pun- would you be interested in taking part in a research project? If you'd like to learn more, please email me: [email protected]
November 13, 2025 at 5:11 PM
evakrockow.bsky.social
Hi! I'm Eva Krockow, researcher at the University of Leicester. I am interested in finding out how people think about phages. This post is fascinating - I love your creative oc! I'd like to invite your participation in a research project. If you'd like to learn more, please email me: [email protected]
November 13, 2025 at 4:59 PM
evakrockow.bsky.social
le.ac.uk/news/2025/au...
Five tips for making decisions during Clearing, from an expert in decision making | News | University of Leicester
le.ac.uk
August 12, 2025 at 8:49 AM
Reposted by Eva Krockow
byrdnick.com
First, @evakrockow.bsky.social et al.

"...Public and professional views on #risk communication about #antimicrobialResistance across the #UK and #SouthAfrica"

Hurdles:
- patient awareness, motivation, capacity to understand
- clinician's scarce time

🔓 Preprint about UK data osf.io/preprints/ps...
Eva M. Krockow (presenter), Samkele Mkumbuzi, David Jenkins, Carolyn Tarrant, Marc Mendelson Effective risk communication is paramount to addressing the global threat of antimicrobial resistance (AMR). A key prerequisite to successful communication is the use of appropriate health risk messages. Previous language has been criticised as abstract and inconsistent. This study aimed to explore perceptions and risk communication needs of patients and healthcare professionals to lay the groundwork for the development of new, improved global health messages about AMR. Across the UK and South Africa, we recruited patients with ... multidrug-resistant infections and frontline prescribers of antibiotics to discuss existing risk communication materials, explore knowledge gaps and identify needs for improved health messages .... ..., we identified key themes and mapped these against the theoretical components of the Elaboration Likelihood Model. Participants experienced current risk communication as overly “sciency”, culturally inauthentic and “draconian”, attributing unfair blame to uninformed patients. Knowledge gaps often pertained to basic scientific principles, with patients being unaware of the existence of different types of microbes or unable to tell them apart. Doctors highlighted lack of time as a key barrier to more detailed explanations of AMR. Overall, patients reported a lack of motivation and capability to engage with AMR messages. Drawing on the Elaboration Likelihood Model, this suggests that central processing and detailed elaboration of AMR risk information is unlikely in lay audiences. To increase persuasiveness of AMR messaging, our findings suggest the need for more engaging information materials with the power to prompt behaviour change even via a peripheral route of information processing. Messages will need to be tailored to existing knowledge levels, take into account cultural background, and communicate basic information without attributing blame. Abstract Objective: This study examined perceptions of current antimicrobial resistance (AMR) communications to improve future messaging, counter misinformation, and promote behaviour change. It extends previous research through focus groups with doctors and patients, analysed using the Elaboration Likelihood Model (ELM). Methods: We held 3 focus groups (n=15) with UK patients with recent experience of AMR and 4 (n=14) with hospital doctors experienced in AMR treatment and communication. Semi-structured questions explored perceptions of public AMR messaging. Data were analysed using reflexive thematic analysis. Results: Most participants found public AMR information difficult to access, overly technical, and unclear. They struggled to find personal and cultural relevance, described the tone as punitive and highlighted contradictory advice (e.g., discouraging antibiotic use while recommending full course completion), undermining argument quality. Some appreciated buzzwords like ‘superbugs’, but most felt that messages lacked impact and “punch”. When viewed through the ELM, the problematic tone and lack of personalisation reduced recipients’ motivation. The lack of readily available, clear information hindered their ability to engage in central route processing, reducing the likelihood of elaboration and subsequent persuasion. Attitude change from peripheral route information processing was equally questionable given the lack of persuasive message cues. Conclusions: Current AMR messaging is insufficient and risk communication theory could highlight areas for improvement. Our ELM analysis suggests a need to enhance motivation, capability, and argument quality while adding persuasive, peripheral cues. Personally and culturally tailored messages with a positive, solution-focused tone and simplified, engaging language may boost impact and promote lasting attitude change.
May 15, 2025 at 10:56 AM
evakrockow.bsky.social
💬 Why Antimicrobial Resistance Messaging Fails: Qualitative Insights Through the Elaboration Likelihood Model
In this preprint, we examine qualitative data from UK patients & doctors through the Elaboration Likelihood model.
shorturl.at/RRTlU
OSF
shorturl.at
April 7, 2025 at 9:18 AM
evakrockow.bsky.social
💉COVID-19 vaccine decision-making and the role of institutions across the pandemic in UK Black African and Black Caribbean communities
We explored #COVID19 vaccination attitudes & found evidence for enduring institutional mistrust shorturl.at/TLrTf
April 7, 2025 at 9:18 AM
evakrockow.bsky.social
📣 Risk communication about antimicrobial resistance: A content analysis of metaphor use in global public discourse
We show that #AMR discourse is rife with metaphor, but argue that conventional phrases like "war against superbugs" won't change behaviour.
shorturl.at/IttiS
April 7, 2025 at 9:18 AM
evakrockow.bsky.social
Can't wait to see what you come up with!
March 5, 2025 at 8:55 PM