1. Leveraging Evidence-Based Messaging to Prevent the Spread of COVID-19
- Author
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Moss Me, Elliot T. Berkman, and Browning A
- Subjects
World Wide Web ,Evidence-based practice ,Text mining ,Coronavirus disease 2019 (COVID-19) ,business.industry ,Computer science ,business - Abstract
With cases of COVID-19 still spreading in America, and vaccines still inaccessible or undesired by many, individual mitigation behaviors, such as mask-wearing, remain critical defenses against this deadly virus. This study assessed whether approach-versus-avoidance message framing and goal-orientation affect people's intentions to follow COVID-19 preventative procedures. N = 832 subjects were randomly assigned to view mitigation messaging with either approach or avoidance framing, and either self-protective or altruistic goal-orientation. We observed a significant effect of goal-orientation, such that altruistic (versus self-protective) goal-orientations in messaging lead to stronger intentions to follow mitigation procedures. No significant effect of approach or avoidance framing was found on intentions to follow mitigation procedures. These results suggest an immediate need to address the wording of our public health messages. Adjusting the framing of COVID-19 preventative communications to reflect altruistic goals might increase the effectiveness of communications to protect at-risk populations.
- Published
- 2021