Abstract
Analyze whether the content of three moral messages (deontological, ethical utilitarianism, ethical virtue) and a control message differentially affect the probability of engaging in four behaviors: Washing their hands, participating in public gatherings, staying at home/avoiding social contact, and forwarding the message to inform more people. In our study, the sender of the message is a university professor. These variables are measured in terms of their behavioral intentions and others' behavioral intentions (beliefs about others' behavior). Randomized Controlled Trial. Our study includes the analysis of the possible moderating effect of the country of residence (Spain n = 1,122, Chile n = 1,107, and Colombia n = 1,433). The message with content referring to ethical virtue and staying at home obtains statistically significant lower scores on the probability of carrying out public health behaviors and sharing the message received. Regarding beliefs about the behavior of others, the message of ethical virtue has the same negative effect, but only on the likelihood of other people washing their hands, staying at home, and sharing the public health message. Institutional messages aimed at promoting public health behaviors are necessary in a pandemic situation. Our recommendation is to use deontological and utilitarian, or non-moral, content.
Highlights
The research we carried out was motivated by the new coronavirus (CoV) pandemic
Our study focuses on what people think and feel about COVID–19 and the impact of different messages designed to activate public health behaviors
Check the level of persuasion of the four messages on the dependent variables of washing hands, participating in public gatherings, avoiding all social contact, and sharing the message received on Facebook
Summary
The research we carried out was motivated by the new coronavirus (CoV) pandemic. This coronavirus is known as SARS–CoV–2, and the disease that causes it is known as COVID–19 (an acronym for “coronavirus disease”). One of the most important measures has been to isolate the population in their homes, avoiding all social contact and participation in public gatherings, along with encouraging strict hygiene measures, especially handwashing with soap and water. The virus can be transmitted before the infected person has symptoms, so that individual and collective behavior is beneficial in reducing the virus’s transmission and saving lives (Anderson et al, 2020) With this in mind, the Spanish government declares a state of alarm and prohibits people from going out on the streets from March 14th on, except to visit the doctor, go to essential jobs (e.g., health care), and take care of those who need it or buy supplies. Isolation, quarantine, border control, and social distancing measures are basic actions used to control a pandemic (World Health Organization, 2007)
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