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Physical risk messaging enhances favorable attitudes toward mask wearing
The Journal of Consumer Affairs ( IF 2.603 ) Pub Date : 2021-08-05 , DOI: 10.1111/joca.12402
Marie A. Yeh 1 , Ann M. Mirabito 2 , Stacey R. Finkelstein 3
Affiliation  

While masks slow the transmission of COVID-19, many resist wearing them. Extant public service messaging focuses on creating social norms around mask wearing. Drawing on protection motivation theory, we conduct a copy test to determine whether focusing on the physical risks or focusing on the social risks of contracting COVID-19 is more persuasive in motivating mask wearing. We find that physical risk messaging is more persuasive than social risk messaging and find that the effect is partially mediated by fear of COVID-19. The mediation is moderated by germ aversion. Specifically, we find people who are high in germ aversion respond to both physical and social risk messaging. However, people low in germ aversion respond only to physical risk messaging—and these are the people who are less likely to wear masks. Our findings offer public health agencies a fresh approach for encouraging those who are resistant to mask wearing to wear a mask.

中文翻译:

身体风险信息增强了对戴口罩的积极态度

虽然口罩减缓了 COVID-19 的传播,但许多人拒绝戴口罩。现有的公共服务信息侧重于围绕戴口罩创建社会规范。借鉴保护动机理论,我们进行了复制测试,以确定关注感染 COVID-19 的身体风险还是关注社会风险在激励戴口罩方面更具说服力。我们发现,身体风险信息比社会风险信息更具说服力,并发现这种影响部分是由对 COVID-19 的恐惧所介导的。中介受到细菌厌恶的影响。具体来说,我们发现细菌厌恶程度高的人对身体和社会风险信息都有反应。然而,细菌厌恶程度低的人只对身体风险信息做出反应——这些人不太可能戴口罩。
更新日期:2021-08-05
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