Logo image
A Global Experiment on Motivating Social Distancing During the COVID-19 Pandemic
Preprint   Open access

A Global Experiment on Motivating Social Distancing During the COVID-19 Pandemic

Nicole Legate, Thuy-vy Nguyen, Netta Weinstein, Arlen Moller, Lisa Legault, Zahir Vally, Zuzanna Tajchman, Andras N. Zsido, Miha Zrimsek, Zhang Chen, …
PsyArXiv Preprints, Vol.31 May 2021
Cornell University
2021
Appears in  COVID-19 Research
pdf
A Global Experiment on Motivating Social Distancing During the COVID-19 Pandemic924.67 kBDownloadView
Preprint Version Open Access CC BY V4.0

Abstract

COVID-19 pandemic social consequences public health communication short- and long-term intentions to social distance COVID-19
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 to 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 reduced feelings of defiance relative to the controlling message. 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 intentions 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.

Details

Metrics

87 File views/ downloads
69 Record Views
Logo image