Dataset Information

A global experiment on motivating social distancing during the COVID-19 pandemic.

ABSTRACT: Finding communication strategies that effectively motivate social distancing continues to be a global public health priority during the COVID-19 pandemic. This cross-country, preregistered experiment (n = 25,718 from 89 countries) tested hypotheses concerning generalizable positive and negative outcomes of social distancing messages that promoted personal agency and reflective choices (i.e., an autonomy-supportive message) or were restrictive and shaming (i.e., a controlling message) compared with no message at all. Results partially supported experimental hypotheses in that the controlling message increased controlled motivation (a poorly internalized form of motivation relying on shame, guilt, and fear of social consequences) relative to no message. On the other hand, the autonomy-supportive message lowered feelings of defiance compared with the controlling message, but the controlling message did not differ from receiving no message at all. Unexpectedly, messages did not influence autonomous motivation (a highly internalized form of motivation relying on one’s core values) or behavioral intentions. Results supported hypothesized associations between people’s existing autonomous and controlled motivations and self-reported behavioral intentions to engage in social distancing. Controlled motivation was associated with more defiance and less long-term behavioral intention to engage in social distancing, whereas autonomous motivation was associated with less defiance and more short- and long-term intentions to social distance. Overall, this work highlights the potential harm of using shaming and pressuring language in public health communication, with implications for the current and future global health challenges.

SUBMITTER: Psychological Science Accelerator Self-Determination Theory Collaboration

PROVIDER: S-EPMC9295806 | biostudies-literature |

REPOSITORIES: biostudies-literature

ACCESS DATA

Similar Datasets

Project description:BackgroundImplementing and lifting social distancing (LSD) is an urgent global issue during the COVID-19 pandemic, particularly when the travel ban is lifted to revive international businesses and economies. However, when and whether LSD can be considered is subject to the spread of SARS-CoV-2, the recovery rate, and the case-fatality rate. It is imperative to provide real-time assessment of three factors to guide LSD.ObjectiveA simple LSD index was developed for health decision makers to do real-time assessment of COVID-19 at the global, country, region, and community level.MethodsData on the retrospective cohort of 186 countries with three factors were retrieved from a publicly available repository from January to early July. A simple index for guiding LSD was measured by the cumulative number of COVID-19 cases and recoveries, and the case-fatality rate was envisaged. If the LSD index was less than 1, LSD can be considered. The dynamic changes of the COVID-19 pandemic were evaluated to assess whether and when health decision makers allowed for LSD and when to reimplement social distancing after resurgences of the epidemic.ResultsAfter large-scale outbreaks in a few countries before mid-March (prepandemic phase), the global weekly LSD index peaked at 4.27 in March and lasted until mid-June (pandemic phase), during which most countries were affected and needed to take various social distancing measures. Since, the value of LSD has gradually declined to 0.99 on July 5 (postpandemic phase), at which 64.7% (120/186) of countries and regions had an LSD<1 with the decile between 0 and 1 to refine risk stratification by countries. The LSD index decreased to 1 in about 115 days. In addition, we present the results of dynamic changes of the LSD index for the world and for each country and region with different time windows from January to July 5. The results of the LSD index on the resurgence of the COVID-19 epidemic in certain regions and validation by other emerging infectious diseases are presented.ConclusionsThis simple LSD index provides a quantitative assessment of whether and when to ease or implement social distancing to provide advice for health decision makers and travelers.

Project description:Background During the COVID-19 pandemic, many humorous videos on how to practice social distancing appeared on social media. However, the effect of using humor as a crisis communication strategy to persuade people to conform to social distancing rules is not known. Objective Drawing on the literature on humorous message framing and crisis communication, this research explores the effectiveness of a humorous message in communicating social distancing rules in two crisis severity phases (low vs. high severity) and also evaluates how humor affects individuals’ online and offline engagement intentions during the COVID-19 pandemic. Methods A 2 (message framing: humorous vs. non-humorous) x 2 (crisis severity phase: low vs. high) between-subjects design experiment was conducted to test the research questions during the first weeks of the COVID-19 pandemic in China from January 30 to February 2, 2020. Results The results showed that the severity of the phase of a health crisis can significantly affect stakeholders’ online and offline responses toward the disease. More specifically, in a low severity phase, humor led to increased source likability for the message, and more online and offline engagement intentions. However, no differences between a humorous and non-humorous message in perceived risk were observed. Whereas, in a high severity crisis phase, humor reduced individuals’ offline engagement intentions and a decrease in perceived risk, no significant difference was found between a humorous and non-humorous message on source likeability. Conclusion Humor can motivate both more online engagement and offline protective action intention when the crisis severity phase is low, while when crisis severity soars, a non-humorous message should be more desirable. More specifically, using humor in communicating information about an infectious disease can enhance the spokesperson’s likeability in a low severity phase, and also helps to spread health information to a larger audience. While, the negative side of using humor in communicating an infectious disease appears in severe crisis phases, as it then decreased the public’s perception of risk, and triggers less protective actions. Going beyond previous research, this study recognized that crisis severity changes in different phases of the spread of infectious disease, thereby providing actionable strategy selections for crisis practitioners in a dynamic communication environment.

Dataset Information

A global experiment on motivating social distancing during the COVID-19 pandemic.

Similar Datasets

OmicsDI is part of the ELIXIR infrastructure

Tweets