Abstract
Despite the possible social implications of the coronavirus disease 2019 (COVID-19), previous studies of the extended parallel processing model (EPPM) in the context of COVID-19 overlooked the emotional aspects when processing fear-inducing COVID-19-related messages. Drawing upon the moral foundation theory (MFT), this study aimed to (a) apply EPPM in the Korean COVID-19 context, (b) introduce MFT and explain why moral intuitions can be related to the processing of COVID-19 messages, and (c) examine the moderating role of moral intuitions in the EPPM model. Based on the theoretical backgrounds, this study tested EPPM hypotheses and also tested whether moral intuition can moderate the relationship between perceived self-efficacy, perceived threat, fear of COVID-19, and health compliance behavioral intention. This study conducted an online survey using measurements of perceived self-efficacy, perceived threat, MFQ-20, fear of COVID, and health compliance. Our study showed three main findings. First, our study found the main effects of (a) self-efficacy on health compliance behavioral intention and (b) perceived threat on health compliance behavioral intention. Second, our study found that morality moderated the main effects of self-efficacy or perceived threat and also moderated EPPM interaction on fear of COVID. Third, the moderation of morality in the relationship between self-efficacy and health compliance behavioral intention showed that health compliance intention decreased as morality increased. Our findings suggest that people can consider COVID-19 as a social and moral issue that involves protecting others.
Highlights
As the coronavirus disease 2019 (COVID-19) global pandemic worsened, previous studies applied and examined the extended parallel processing model (EPPM) by Witte [1] in the COVID-19 context [2,3,4]
Drawing upon the theory of EPPM and moral foundation theory (MFT), this study aims to (a) apply EPPM in the Korean COVID-19 context, (b) introduce MFT and explain why moral intuitions can be related to the processing of COVID-19 messages, and (c) examine the moderating role of moral intuitions in the EPPM model
The PROCESS MACRO analysis results did not reveal any main effect of self-efficacy condition on fear (B = 0.32, SE = 0.26, p = 0.21, 95% CI = −0.18, 0.83)
Summary
As the coronavirus disease 2019 (COVID-19) global pandemic worsened, previous studies applied and examined the extended parallel processing model (EPPM) by Witte [1] in the COVID-19 context [2,3,4]. One of the challenges in considering morality in the EPPM and COVID-19 context entails how to define morality and measure it for use in quantitative research. In this regard, moral foundation theory (MFT) [6] offers a useful theoretical and methodological tool that integrates morality in the COVID-19 context. MFT suggests that human moral issues generally involve five discrete moral intuitions: care, fairness, loyalty, authority, and purity. These moral intuitions have been conceptualized and validated as quantifiable measurement tools that can be used and applied to various human moral issues [7]
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
