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Eva Krockow

@evakrockow.bsky.social
372 followers 230 following 54 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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Reposted by Eva Krockow
Miroslav Sirota @miroslavsirota.bsky.social · 29/05/2026
We are very fortunate to have received generous funding from @leverhulme.ac.uk to investigate the psychology of antibiotic-related judgements. With @mlisi.bsky.social @mariejuanchich.bsky.social and @evakrockow.bsky.social More about the award here: www.flipsnack.com/leverhulmetr...
flipsnack.com
Leverhulme Trust Newsletter – June 2026
Flipsnack is a digital catalog maker that makes it easy to create, publish and share html5 flipbooks. Upload a PDF or design from scratch flyers, magazines, books and more.
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Eva Krockow @evakrockow.bsky.social · 18/05/2026
I’m passionate about research impact beyond academic audiences. So I'm particularly excited to share the SMART (Strategic Metaphors for Antibiotic Resistance) Toolkit - a free, research-informed resource to support clearer communication about antibiotic resistance. smart.le.ac.uk #SMARTMetaphors
smart.le.ac.uk
The SMART metaphor communication toolkit |
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Eva Krockow @evakrockow.bsky.social · 19/12/2025
🚨Preprint alert! We analysed discourse on phage therapy across social media. Most posts were science‑focused, but some misinformation and even horror‑themed phage fiction appeared. 💬Better communication is essential to support awareness & acceptance of phage therapy. osf.io/preprints/ps...
osf.io
OSF
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Reposted by Eva Krockow
JAC-AMR @jac-amr.bsky.social · 01/09/2025
New research by @evakrockow.bsky.social et al. finds #AMR messages too technical and unclear We need clearer, more relatable comms to drive change: doi.org/10.1093/jaca... @evakrockow.bsky.social @bsacandjac.bsky.social #JACAMRNews #IDSky
doi.org
Validate User
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Eva Krockow @evakrockow.bsky.social · 20/08/2025
💊Antibiotics are our invisible infrastructure—like fossil fuels, we’re burning through them. 🔥 👏Refreshing metaphor, which links in with my own ongoing work! #AMR #HealthComms www.theguardian.com/books/2025/a...
theguardian.com
Why antibiotics are like fossil fuels
They helped create the modern world but are dangerously overused. How can we harness them sustainably?
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Eva Krockow @evakrockow.bsky.social · 12/08/2025
🎓 Big decisions this A-level week? Here are 5 expert tips to guide you through Clearing: 1️⃣ Put things in perspective 2️⃣ Use simple rules of thumb 3️⃣ Trust your gut 4️⃣ Seek second opinions 5️⃣ Stay calm—you’ve got this 💪 #Clearing2025 #ALevelResults @uniofleicester.bsky.social 🔗shorturl.at/i4L2Q
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Eva Krockow @evakrockow.bsky.social · 11/08/2025
🦠 Why do public messages about #AntimicrobialResistance (AMR) fall flat? Our research shows that most #AMR messaging is too technical, unclear, and lacks personal relevance 💡 Want to change minds? Make it personal, positive, and punchy. shorturl.at/otjt5
shorturl.at
Why antimicrobial resistance messaging fails: qualitative insights interpreted through the elaboration likelihood model
AbstractBackground. Antimicrobial resistance (AMR) is a global threat, yet public awareness remains low. This study examined perceptions of current AMR com
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Eva Krockow @evakrockow.bsky.social · 17/06/2025
Well done to our PhD student Meghann Jones for her excellent presentation on antidepressant prescribing choices in primary care at today's PGR conference. 👏
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Eva Krockow @evakrockow.bsky.social · 10/06/2025
Great workshop today on our research into #antibioticresistance communication, co-presented with @sam-mkumbuzi.bsky.social (University of Cape Town). Big thanks to everyone for the insightful comments and suggestions - great to keep conversations going over lunch! #AMR #RiskCommunication
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Eva Krockow @evakrockow.bsky.social · 15/05/2025
Fantastic to see @debbamber.bsky.social present ethnographic data on behavioural and social factors impacting blood culture sampling at the annual ABC Workshop. Great work as part of our NIHR-funded iSAMPLE project!
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Eva Krockow @evakrockow.bsky.social · 15/05/2025
Excellent talk by @miroslavsirota.bsky.social arguing that 'wicked learning environments' create misguided intuitions and expectations about antibiotics.
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Reposted by Eva Krockow
Nick Byrd, Ph.D. @byrdnick.com · 15/05/2025
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.
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Eva Krockow @evakrockow.bsky.social · 15/05/2025
Finally I get to meet @cortneyprice.bsky.social in person! Inspiring and hugely engaging talk on behavioural science in #AMR, touching on experiential strategies for policy influence.
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Eva Krockow @evakrockow.bsky.social · 15/05/2025
Excited to be in Vienna for this year's Behavioural Insights & Antimicrobial Resistance Workshop by the ABC network. Looking forward to a stimulating day and interesting discussions! Thanks for hosting us, @robertboehm.bsky.social! #AMR #antibioticresistance
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JAC-AMR @jac-amr.bsky.social · 10/04/2025
Scoping review of barriers and facilitators of optimal blood culture sampling for patients with severe infection highlights gaps in the evidence: doi.org/10.1093/jaca... @debbamber.bsky.social @evakrockow.bsky.social @bsacandjac.bsky.social #JACAMRNews
doi.org
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Eva Krockow @evakrockow.bsky.social · 07/04/2025
It's publication day! 📄 By some odd coincidence, I had two papers and one preprint published in one day (whoop whoop)! Here's a brief overview (a 🧵) Thanks to my brilliant co-authors, incl. Carolyn Tarrant, @marcmendelson.bsky.social, & Stephen Flusberg!
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Eva Krockow @evakrockow.bsky.social · 25/03/2025
📣 New paper led by the fantastic @debbamber.bsky.social. We review the literature on factors associated with reliable blood culture sampling in hospitals and find that existing research has been dominated by a focus on individual levels of influence.
academic.oup.com
Factors associated with blood culture sampling for adult acute care hospital patients with suspected severe infection: a scoping review using a socioecological framework
AbstractBackground. Reliable blood culture sampling for patients with suspected severe infection is critical, but evidence suggests that blood culture samp
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Reposted by Eva Krockow
Brigitte Nerlich @bnerlich.bsky.social · 07/03/2025
And another rapid unscheduled metaphor! blogs.nottingham.ac.uk/makingscienc...
blogs.nottingham.ac.uk
Planes, ships and metaphors - Making Science Public
We all know that meaning in language only happens in context. Words don’t mean in isolation; they acquire meaning in context. Metaphors even more so. The word ‘pig’ means different things in a farmyard, during a policy encounter or when a mother visits a teenager’s room. Mostly, meanings emerge in context because a speaker has ...
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Eva Krockow @evakrockow.bsky.social · 06/03/2025
Very excited for today's invited speaker. @olgakos.bsky.social will be sharing her work on algorithms to support medical decision making.
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Eva Krockow @evakrockow.bsky.social · 04/02/2025
#AMR awareness and education is one of the 40 @WHO global research priorities for #antimicrobialresistance in human health. We need to do better in engaging the general public on this existential health threat. sciencedirect.com/science/arti...
sciencedirect.com
WHO global research priorities for antimicrobial resistance in human health
The WHO research agenda for antimicrobial resistance (AMR) in human health has identified 40 research priorities to be addressed by the year 2030. The…
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Eva Krockow @evakrockow.bsky.social · 03/02/2025
Do you regularly take or order bloods for acute hospital patients? We want to hear about your experiences and views in a short online survey! redcap.lcbru.le.ac.uk/surveys/?s=F...
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Eva Krockow @evakrockow.bsky.social · 25/01/2025
Kirstenbosch Botanical Gardens - perfect way to end a fantastic trip!
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Eva Krockow @evakrockow.bsky.social · 24/01/2025
I've had a fantastic and hugely productive research visit to South Africa. One highlight was a creative session on visualising #AMR metaphors facilitated by the wonderful Natalie Schellack. Thank you for having me - it was so much fun!
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Eva Krockow @evakrockow.bsky.social · 19/01/2025
Looking forward to a week of meetings with @marcmendelson.bsky.social, Esmita Charani, @ehwoza.bsky.social and Natalie Schellack, but for now I'm simply enjoying the beauty of this incredible country! #SouthAfrica
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Eva Krockow @evakrockow.bsky.social · 15/01/2025
Are you a 'pre-crastinator'? Tendencies to tackle tasks as soon as possible can come with hidden costs. Check out my latest article for Psychology Today! www.psychologytoday.com/us/blog/stre...
psychologytoday.com
Pre-crastination and the Science of Doing Too Much, Too Soon
Why do some people tackle tasks too soon? Here is the science behind pre-crastination, as well as tips to balance productivity without overdoing it.
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Eva Krockow @evakrockow.bsky.social · 15/01/2025
Are you a 'pre-crastinator'? Tendencies to tackle tasks as soon as possible can come with hidden costs. Check out my latest article for Psychology Today! www.psychologytoday.com/us/blog/stre...
psychologytoday.com
Pre-crastination and the Science of Doing Too Much, Too Soon
Why do some people tackle tasks too soon? Here is the science behind pre-crastination, as well as tips to balance productivity without overdoing it.
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Eva Krockow @evakrockow.bsky.social · 10/01/2025
Interesting article discussing the unexpected negative consequences or well-intended health interventions! pmc.ncbi.nlm.nih.gov/articles/PMC...
pmc.ncbi.nlm.nih.gov
Mitigating the unintended consequences of health-care initiatives
Health-care policies and initiatives are designed to save lives and enhance well-being, but they can also entrain unintended negative effects. Gary Humphreys reports.
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Eva Krockow @evakrockow.bsky.social · 09/01/2025
I am still looking for more participants for my 1-hour focus group study. Please share widely! #antimicrobialresistance
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Eva Krockow @evakrockow.bsky.social · 06/01/2025
If you routinely prescribe and deprescribe antidepressants and have experience prescribing during the pandemic in UK Primary Care, please consider sharing your thoughts and experiences in our study on decision making for prescribing antidepressants!
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Reposted by Eva Krockow
dianeashiru.bsky.social @dianeashiru.bsky.social · 04/01/2025
Reminder to submit details of projects on tackling #AntimicrobialResistance for the #AntibioticGuardian shared learning event and awards antibioticguardian.com/antibiotic-g... Below are examples of what previous winners shared about impact of being shortlisted and/or winning.
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Eva Krockow @evakrockow.bsky.social · 03/01/2025
Frosty view from office window this morning 🌄
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Reposted by Eva Krockow
Eva Krockow @evakrockow.bsky.social · 03/12/2024
Do you regularly take or order bloods for acute hospital patients? We want to hear about your experiences and views in a short online survey! #sepsis #AntimicrobialResistance redcap.lcbru.le.ac.uk/surveys/?s=F...
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Eva Krockow @evakrockow.bsky.social · 06/12/2024
Christmas decorations don’t just bring joy - they tell a story about the people behind the door. What does your front door say about you? Read my latest blog for Psychology Today! www.psychologytoday.com/gb/blog/stre...
psychologytoday.com
The Surprising Psychology of Holiday Decorations
Twinkling lights and festive wreaths during the holidays aren’t just decorations—they communicate messages about the home owners. What does your home say about you?
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Eva Krockow @evakrockow.bsky.social · 06/12/2024
Just back from Winter Wonderland on campus! Yes, it's aimed at students, but I brought my little son along. Highlight? The inflatable snowglobe. Lowlight? He was terrified of the fake snow inside it. Parenting win? Maybe not.😂❄️ #WinterAdventures #ParentingLife
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Eva Krockow @evakrockow.bsky.social · 03/12/2024
Do you regularly take or order bloods for acute hospital patients? We want to hear about your experiences and views in a short online survey! #sepsis #AntimicrobialResistance redcap.lcbru.le.ac.uk/surveys/?s=F...
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Eva Krockow @evakrockow.bsky.social · 02/12/2024
📢Join us on 6 December 1-2.30pm GMT for the UK Society for Behavioural Medicine's inaugural Medicines Optimisation Special Interest Group webinar! Our speakers will cover research on deprescribing and medication adherence. More information here: www.eventbrite.co.uk/e/uksbm-beha...
eventbrite.co.uk
UKSBM: Behavioural science to address medicines optimisation challanges
Join the Meds Op SIG inaugural webinar with Professor Anne Spinewine, Dr Kiera Bartlett & Professor David French discussing their research
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Miroslav Sirota @miroslavsirota.bsky.social · 27/11/2024
A starter pack for people interested in behavioral, cognitive and cultural aspects of antimicrobial resistance. Happy to add you if you are active in this area. go.bsky.app/9i8zPz See also www.a-bc.network #AMR #AntibioticResistance #AntibioticStewardship #BehavioralInsights #AMRBehaviorChange
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Eva Krockow @evakrockow.bsky.social · 26/11/2024
📣Calling UK hospital doctors! Do you have experience prescribing #antibiotics for infections caused by multidrug-resistant organisms? Please consider sharing your thoughts and experiences in our study on risk communication about antibiotic resistance.
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Eva Krockow @evakrockow.bsky.social · 25/11/2024
Do you regularly take or order bloods for acute hospital patients? We want to hear about your experiences and views in a short online survey! #sepsis #AntimicrobialResistance redcap.lcbru.le.ac.uk/surveys/?s=F...
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Eva Krockow @evakrockow.bsky.social · 22/11/2024
As a social scientist working on antibiotic resistance, I continue to learn about the biomedical science and clinical aspects of the problem. This #WAAW, I thought I’d share some facts that surprised me. A 🧵
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dianeashiru.bsky.social @dianeashiru.bsky.social · 22/11/2024
🌟#10YearsofAntibioticGuardian…..🌟 Celebrating a decade of commitment, collaboration, and action to protect one of our most vital resources: antimicrobials We want to hear from YOU👇🏾 ✅ What is your pledge? ✅ A fact or tip about antibiotic resistance everyone should know. #AntibioticGuardian
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Eva Krockow @evakrockow.bsky.social · 21/11/2024
📣Exciting (funded!) PhD opportunity with the wonderful Sarah White and myself: This BBSRC-funded project will investigate reading under time pressure and test text comprehension of health messages. Application deadline: 16 January Informal enquiries welcome! 👋 warwick.ac.uk/fac/cross_fa...
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Eva Krockow @evakrockow.bsky.social · 21/11/2024
Antibiotic resistance and #climatechange pose existential threats of similar magnitude. Why are global attention and political commitment so different? What policies are needed to curb antibiotic resistance? In our 2021 paper, Niklas Harring and I offer a discussion: #WAAW nature.com/articles/s41...
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