Explicitness, disgust, and safe sex behavior: A message experiment with U.S. adults

Sexual health risks are challenging to communicate given the potential negative reactions of target audiences to explicit language. Grounded in research on pathogen avoidance, the current study examined the impact of varying levels of explicit language on message perceptions and safe sex behavioral intentions. U.S. adults (N = 498) were randomly assigned to view messages detailing pandemic safe sexual behavior that contained either low or high levels of explicit language. High explicit language significantly increased perceived disgust which also indirectly linked high explicit language with increased intentions to engage in safe sex behavior. Individual difference variables moderated the impact of message explicitness; dispositional hygiene disgust moderated the impact of high explicit, hygiene-focused messages on safe sex intentions. Those with relatively low levels of dispositional disgust were more positively impacted by explicit language. The results suggest the value of increased message explicitness for sexual health communication and have implications for pathogen avoidance behaviors, the behavioral immune system, and dispositional and affective forms of disgust. •We tested the effects of language explicitness in sexual health messaging.•High explicit language increased safe sex intentions via disgust.•Dispositional hygiene disgust moderated hygiene-focused safe sex intentions.•For low dispositional disgust, high explicit language was effective.•Increasing message explicitness is valuable for sexual health communication.