Abstract
Efforts to contain the spread of the coronavirus emphasize the central role of citizens’ compliance with self-protective behaviors. Understanding the processes underlying the decision to self-protect is, therefore, essential for effective risk communication during the COVID-19 pandemic. In the present study, we investigate the determinants of perceived threat and engagement in self-protective measures in the United Kingdom, Italy, and Austria during the first wave of the pandemic. The type of disease (coronavirus vs. seasonal flu) and the type of numerical information regarding the disease (number of recovered vs. number of dead) were manipulated. Participants’ cognitive and emotional risk assessment as well as self-reported engagement in protective behaviors were measured. Results show that worry was the best predictor of perceived threat in all countries. Moreover, a path analysis revealed that worry and perceived threat serially mediated the effect of type of disease on engagement in self-protective behaviors. The numerical framing manipulation did not significantly impact behavior but had a direct effect on worry and an indirect effect on perceived threat. These results are in line with theoretical accounts that identify emotions as a central determinant for risk perception. Moreover, our findings also suggest that effective risk communication during the COVID-19 pandemic should not stress comparisons to other, well-known viral diseases, as this can ultimately reduce self-protective behaviors.
Highlights
At the end of 2019, a new coronavirus, known as SARS-CoV-2, rapidly spread from Wuhan, China to the rest of the world, causing the most significant health emergency in recent history
The general aim of our study is to investigate how emotional reactions and perceived threat influence engagement in self-protective behaviors during the COVID-19 pandemic and if these factors can be affected by media communication content
Our study was inspired by the media communication during the early stages of the pandemic, which often highlighted the comparison of the coronavirus to the seasonal flu and was selective in which numbers were presented to describe the pandemic
Summary
At the end of 2019, a new coronavirus, known as SARS-CoV-2, rapidly spread from Wuhan, China to the rest of the world, causing the most significant health emergency in recent history. Unprecedented public policies (e.g., nationwide lockdowns, travel restriction, social distancing) and preventive behaviors (e.g., wearing a face mask, frequent handwashing with soap) have been stressed by the (World Health Organization, 2020) and were implemented to varying degrees by governments to combat the pandemic. Understanding the drivers of preventive behaviors is, paramount to boost compliance and increase the effectiveness of containment measures through adequate health campaigns. The general aim of our study is to investigate how emotional reactions and perceived threat influence engagement in self-protective behaviors during the COVID-19 pandemic and if these factors can be affected by media communication content (e.g., information about the type for the disease and the number of affected people). Our study was inspired by the media communication during the early stages of the pandemic, which often highlighted the comparison of the coronavirus to the seasonal flu and was selective in which numbers were presented to describe the pandemic (e.g., initially only the number of affected as well as the number of dead were presented, but not the number of recovered)
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