The Framing Effect: Communicating Science to Build Trust in Early Dementia Screening

Abstract

Dementia and age-related cognitive decline remain subjects of limited public understanding (nearly 80% lack proper knowledge) and considerable stigma towards mental health and cognitive aging often resulting in avoidance of early diagnostic opportunities [1]. However, translational neuroscientific techniques, such as rapid, non-invasive EEG-based assessments, hold increasing promise for the early detection of cognitive impairments [2]. These approaches enable timely interventions that may slow cognitive deterioration and significantly improve the quality of life for individuals at risk. Studies suggest that engagement is influenced, among other factors, by communication style: empathetic, relatable messaging fosters trust and reduces anxiety, whereas abstract, jargon-heavy language hinders engagement [3].

This exploratory study compares positively framed emotional messaging with abstract, jargon-heavy scientific language on trust, emotional responses, and willingness for early cognitive screening. Using AI-enhanced EEG assessment as a case study, it examines how communication framings influence public engagement with emerging brain health technologies. 

A mixed-methods design involves two independently recruited participant samples. All participants are exposed to emotionally framed visual stimuli (advertisement-style messages combining text and images). In a randomized design, participants are assigned to one of two groups: (1) a group completing a questionnaire evaluating the messages’ emotional and persuasive impact, followed by participation in an asynchronous online focus group (flexible, time-delayed online discussion over several days); and (2) a group undergoing biometric recording (electrodermal activity [EDA] and heart rate [HR]) while viewing the stimuli, followed by the same questionnaire. The stimuli are identical across groups.

Physiological measures (EDA and HR) provide objective indices of autonomic arousal and emotional engagement, capturing subtle reactions beyond self-reported perceptions. This study explores whether these implicit responses can complement and deepen the understanding of participants’ evaluations and whether convergent patterns emerge between physiological reactivity and subjective feedback.

Preliminary insights suggest limited public familiarity with NeuroAI technologies but increased interest in early detection when information is conveyed clearly and accessibly. Positive emotional framing is expected to enhance perceived relevance and psychological safety—reducing anxiety and promoting openness.

To our knowledge, no prior studies have employed EDA to assess physiological responses to different communication tones in this context. This exploratory approach aims to fill this gap and inform evidence-based nudging strategies designed to encourage early dementia screening participation. Specifically, findings may guide communication strategies for screening programs that consider emotional processing of brain health information.

References

[1] S. Martin et al., “Attitudes and preferences towards screening for dementia: a systematic review of the literature,” BMC Geriatrics, vol. 15, no. 1, Jun. 2015. doi: 10.1186/s12877-015-0064-6.

[2] M. Tanaka, E. Yamada, and F. Mori, “Neurophysiological markers of early cognitive decline in older adults: a mini-review of electroencephalography studies for precursors of dementia,” Frontiers in Aging Neuroscience, vol. 16, Oct. 2024. doi: 10.3389/fnagi.2024.1486481.

[3] A. Jordan et al., “‘Together Make a Visit; Together Make a Plan’: Messaging to Adult Children with Concerns about a Parent’s Memory Loss,” Health Communication, vol. 35, no. 4, pp. 512–523, Feb. 2019. doi: 10.1080/10410236.2019.1570428.