Trait Reactance Research Articles

Who Gets Vaccinated? Cognitive and Non‐Cognitive Predictors of Individual Behaviour in Pandemics

AbstractThis study investigates different cognitive and non‐cognitive characteristics associated with individuals' willingness to get vaccinated against Covid‐19 and their actual vaccination status. Our empirical analysis is based on data obtained from three survey waves conducted in 2021 among about 2,000 individuals living in the German state of North Rhine‐Westphalia. We find that individuals with a high level of trait reactance – a personality characteristic that entails the personal tendency to perceive persuasion attempts as restricting one's freedom – display a significantly lower willingness to get vaccinated. They also tend to get inoculated later or never. Moreover, neuroticism, locus of control, and statistical numeracy appear to be associated with the willingness to get vaccinated, but these results are less pronounced and less robust. Our results indicate that vaccination campaigns and policies could be improved by specifically addressing those with a high level of trait reactance.

Testing Psychological Inoculation to Reduce Reactance to Vaccine-Related Communication

ABSTRACT Research has found that vaccine-promoting messages can elicit state reactance (i.e., negative emotions in response to a perceived threat to behavioral freedom), especially among individuals with high trait reactance (i.e., proneness to experiencing reactance). This can result in a lower willingness to accept vaccines. We investigated whether inoculation against reactance – that is, forewarning individuals about potentially experiencing reactance – can reduce the effects of trait reactance on vaccination willingness. Participants (N = 710) recruited through Facebook were randomly allocated to be either inoculated or not. They were then shown a message promoting a fictitious vaccine, which included either a low, medium, or high threat to freedom. Contrary to research on other health topics, inoculation was ineffective at reducing state reactance toward the vaccination message. Inoculation also did not mitigate the effects of trait reactance on vaccination willingness, and was even counterproductive in some cases. High-reactant individuals were less willing to get vaccinated than low-reactant ones, especially at high freedom threat. Conversely, high freedom threat resulted in increased vaccination willingness among low-reactant individuals. Further research is needed to understand why inoculation against reactance produces different results with vaccination, and to develop communication strategies that mitigate reactance to vaccination campaigns without compromising the positive effects of vaccine recommendations for low-reactant individuals.

Authorized and Unauthorized Consumption of SVOD Content: Modeling Determinants of Demand and Measuring Effects of Enforcing Access Control

Consumers are attracted by the increasing number of available SVOD platforms, but it would be too expensive to pay the subscription fees for all of them. To reduce costs, consumers can combine the use of proprietary subscriptions, non-proprietary subscriptions, and illegal streaming sites. In turn, platforms could enforce access control, a decision that might produce the desired reduction in non-proprietary subscriptions but also an undesired reduction in proprietary subscriptions. The effects of this decision and the determinants of SVOD content demand remain largely unexplored. We propose a baseline model where the SVOD content demand is driven by variety seeking, household financial situation, ethical evaluation, and social norms, as well as a change model where the subscription variation is driven by users’ trait reactance and perceived fairness of the decision. We conducted a survey on the current ways SVOD content is consumed and responses to a hypothetical access control enforcement, with four randomized versions of the authentication mode. Results confirmed many of the proposed determinants and showed a noteworthy reduction in proprietary subscriptions due to the control enforcement but no effect due to the authentication modes. All these findings may help improve future models of SVOD content consumption and better address the difficult challenge of converting unauthorized users into authorized ones.

Trait reactance as psychological motivation to reject vaccination: Two longitudinal studies and one experimental study.

Anti-science attitudes can be resilient to scientific evidence if they are rooted in psychological motives. One such motive is trait reactance, which refers to the need to react with opposition when one's freedom of choice has been threatened. In three studies, we investigated trait reactance as a psychological motivation to reject vaccination. In the longitudinal studies (n = 199; 293), we examined if trait reactance measured before the COVID-19 pandemic was related to people's willingness to get vaccinated against COVID-19 up to 2 years later during the pandemic. In the experimental study (n = 398), we tested whether trait reactance makes anti-vaccination attitudes more resistant to information and whether this resistance can be mitigated by framing the information to minimize the risk of triggering state reactance. The longitudinal studies showed that higher trait reactance before the COVID-19 pandemic was related to lower willingness to get vaccinated against COVID-19. Our experimental study indicated that highly reactant individuals' willingness to vaccinate was unaffected by the amount and framing of the information provided. Trait reactance has a strong and durable impact on vaccination willingness. This highlights the importance of considering the role of trait reactance in people's vaccination-related decision-making.

Novel Psychosocial Correlates of COVID-19 Vaccine Hesitancy: Cross-Sectional Survey.

Effective COVID-19 vaccines have been available since early 2021 yet many Americans refuse or delayed uptake. As of mid-2022, still around 30% of US adults remain unvaccinated against COVID-19. The majority (81%) of these unvaccinated adults say they will "definitely not" be getting the COVID-19 vaccine. Understanding the determinants of COVID-19 vaccine uptake is critical to reducing death and illness from the virus, as well as to inform future vaccine efforts, such as the more recent bivalent (omicron) booster. This study aimed to expand our understanding of psychosocial determinants of COVID-19 vaccine uptake. We focus on both COVID-19-specific factors, such as COVID-19 conspiracy beliefs, as well as more global personality attributes such as dogmatism, reactance, gender roles, political beliefs, and religiosity. We conducted a web-based survey in mid-2021 of a representative sample of 1376 adults measuring both COVID-19-specific beliefs and attitudes, as well as global personality attributes. COVID-19 vaccination status is reported at 3 levels: vaccinated; unvaccinated-may-get-it; unvaccinated-hard-no. Our analyses focused on the correlation of COVID-19 vaccination status with 10 psychosocial attributes: COVID-19-specific conspiracy theory beliefs; COVID-19 vaccine misinformation; COVID-19-related Rapture beliefs; general antivaccination beliefs; trait reactance; trait dogmatism; belief in 2020 election fraud; belief in a QAnon conspiracy; health care system distrust; and identification with traditional gender roles. We used a multivariate analysis of covariance to examine mean differences across vaccine status groups for each of the correlates while holding constant the effects of age, gender, race, income, education, political party, and Evangelicalism. Across the 10 psychosocial correlates, several different response scales were used. To allow for comparison of effects across correlates, measures of effect size were computed by converting correlates to z scores and then examining adjusted mean differences in z scores between the groups. We found that all 10 psychosocial variables were significantly associated with vaccination status. After general antivaccination beliefs, COVID-19 misinformation beliefs and COVID-19 conspiracy beliefs had the largest effect on vaccine uptake. The association of these psychosocial factors with COVID-19 vaccine hesitancy may help explain why vaccine uptake has not shifted much among the unvaccinated-hard-no group since vaccines became available. These findings deepen our understanding of those who remain resistant to getting vaccinated and can guide more effective tailored communications to reach them. Health communication professionals may apply lessons learned from countering related beliefs and personality attributes around issues such as climate change and other forms of vaccine hesitancy. For example, using motivational interviewing strategies that are equipped to handle resistance and provide correct information in a delicate manner that avoids reactance.

“To comply or to react, that is the question:” the roles of humanness versus eeriness of AI-powered virtual influencers, loneliness, and threats to human identities in AI-driven digital transformation

AI-powered virtual influencers play a variety of roles in emerging media environments. To test the diffusion of AI-powered virtual influencers among social media users and to examine antecedents, mediators, and moderators relevant to compliance with and reactance to virtual influencers, data were collected using two cross-sectional surveys (∑ N = 1623). Drawing on the Diffusion of Innovations theory, survey data from Study 1 (N1 = 987) provide preliminary descriptive statistics about US social media users' levels of awareness of, knowledge of, exposure to, and engagement with virtual influencers. Drawing from the theoretical frameworks of the Uncanny Valley Hypothesis and the CASA (Computers Are Social Actors) paradigm, Study 2 examines social media users' compliance with versus reactance to AI-powered virtual influencers. Survey data from Study 2 (N2 = 636) provide inferential statistics supporting the moderated serial mediation model that proposes (1) empathy and engagement with AI-powered virtual influencers mediate the effects of perceived humanness versus eeriness of virtual influencers on social media users' behavioral intention to purchase the products recommended by the virtual influencers (serial and total mediation effects) and (2) loneliness moderates the effects of humanness versus eeriness on empathy. Drawing from the theory of Psychological Reactance, Study 2 further reports the moderation effect of social media users' trait reactance and perceived threats to one's own human identity on the relationship between perceived eeriness and compliance with versus situational reactance to virtual influencers. Theoretical contributions to CASA research and the Uncanny Valley literature as well as managerial implications for AI-driven digital transformation in media industries and virtual influencer marketing are discussed.

Who benefits from brief motivational intervention among young adults presenting to the emergency department with alcohol intoxication: A latent-class moderation analysis.

Research has not identified which patients optimally benefit from brief Motivational Interviewing (bMI) for heavy drinking when delivered to young adults in the Emergency Department (ED). We conducted secondary analyses of data from a randomized controlled trial in which 344 young adults (18-35 years) presenting to the ED with alcohol intoxication received either bMI or Brief Advice (BA, control group). We used Latent Class Analysis to derive participants' profiles from baseline characteristics (i.e., sex, age, severity of alcohol use disorder, attribution of ED admission to alcohol use, importance, and confidence to change, cognitive discrepancy, anxiety, depression, and trait reactance). We then conducted a moderation analysis to assess the number of heavy drinking days at short-term (1-month) and long-term (12-month) follow-up using negative binomial regressions with interactions between the intervention and derived classes. Fit statistics indicated that a 4-class solution best fit the data. Class 3 (high severity, importance and discrepancy, and low confidence and anxiety) benefitted more from bMI than BA at short- and long-term follow-up than Class 1 (younger; lowest severity, importance, discrepancy, reactance, anxiety and depression, and highest confidence). Class 2 (older; highest severity, importance, discrepancy, reactance, anxiety and depression, and lowest confidence) also benefitted more from bMI than BA than did Class 1 at short-term follow-up. In these significant contrasts, Class 1 benefitted more from BA than bMI. There were no significant interactions involving Class 4 (more likely to be women; low severity; high levels of anxiety, depression, and reactance). This study identified the patient profiles that benefitted more from bMI than BA among nontreatment-seeking young adults who present intoxicated to the ED. The findings have implications for intervention design and argue for the importance of research aimed at developing intervention content tailored to patient profiles.

Willing or complying? The delicate interplay between voluntary and mandatory interventions to promote farmers' environmental behavior

Agri-environmental policies generally build around two complementary approaches: mandatory requirements and (compensated) voluntary measures. One of the challenges of the future EU Common Agricultural Policy is precisely to find the right balance between these two types of interventions. We conducted an experiment with farmers in three EU Member States to assess the impact of (1) increasing mandatory contributions to the environment, and of (2) decreasing unconditional income support. We also assess the effect of two key behavioural factors: environmental concern and trait reactance. Results show that both interventions reduce voluntary contributions to the environment, but the reduction is higher when mandatory contributions increase than when income decreases.. However, when mandatory contribution increases substantially, this more than offsets the reduction of voluntary contributions, leading to higher total contributions.

The Role of Personality, Self-Disclosure, and Envy in Maladaptive Social Media Engagement.

Through online social networks (OSNs), individuals establish and maintain social connections to satisfy their need to belong. Recent research suggests that taken too far, one's need to belong can increase envy and lead to maladaptive social media behavior aligned with obsessive-compulsive disorder (OCD). This study examines the role of two personality traits, one's intrinsic need to belong and trait reactance, on feelings of envy and the self-disclosure processes that lead to OCD on social networks. A sample of 354 U.S. adult users of Facebook completed a survey measuring individuals' need to belong, trait reactance, envy, self-disclosure, and OSN-OCD. Regression analyses reveal that need to belong and trait reactance both independently and interactively relate to envy, and that self-disclosure mediates the relationship between envy and OCD on social networks. Those with low trait reactance appear at the lowest risk of OSN-OCD no matter their need to belong. The highest risk profile for online OCD is found in those with both high trait reactance and high need to belong. Overall, our findings support further exploration of one's intrinsic need to belong and trait reactance as personality indicators of risk for OSN-OCD.

Freedom as Right or Privilege? Comparing the Effect of Power Distance on Psychological Reactance Between China and the United States

ABSTRACT Previous research on cultural differences in psychological reactance focuses almost exclusively on individualism. The present study investigated how power distance might affect psychological reactance by comparing Chinese’s (N = 400) and Americans’ reactions (N = 441) to a quitting smoking message which included versus did not include controlling language. Results show that individuals reacted to the controlling language with more negative cognitive thoughts, more anger, and a higher level of state reactance, compared to the noncontrolling language. In addition, compared to Chinese, Americans reported more anger. Moreover, the country difference in state reactance was mediated through trait reactance and through power distance and subsequently trait reactance. Furthermore, controlling language caused more state reactance among Americans reporting a low level of power distance but among Chinese reporting a high level of power distance. Our findings extended prior research on cultural effects on psychological reactance to power distance and provided insights on the complex nature of this cultural factor.

How do information overload and message fatigue reduce information processing in the era of COVID-19? An ability–motivation approach

The global outbreak of COVID-19 in 2020 has led to the dominance of COVID-19 prevention information on all media channels. Drawing on the ability–motivation model of information processing, this study examined how such an information overabundance hampered individuals’ ability and motivation to process in the era of COVID-19. With a survey conducted from 493 participants, we found that less message elaboration of COVID-19 prevention information was predicted by greater message fatigue, a state of low motivation due to information overabundance. In addition, greater message fatigue was accompanied by greater information overload, a state of low ability due to information overabundance. Moreover, certain motivation-related (i.e. health status, trait reactance and frequency of information seeking) and ability–related factors (i.e. health literacy, health status, trait anxiety and information quality) were found to be associated with message fatigue and information overload, respectively. The theoretical and practical implications are discussed.

Psychological reactance and adolescent cannabis use: The role of parental warmth and monitoring

Psychological reactance (PR) is a psychological state or trait typified by resistant responses to threats to behavioral freedom. PR has been linked with negative health behaviors, including risky substance use; however, factors that may foster approaches to mitigate the impact of PR on these behaviors, as well as rejection of other health promotion communications is less understood. The current studies examined relations between parental warmth and monitoring with trait PR and responses to preventive cannabis communications and usage intentions. Two in-school surveys were administered to two difference samples of middle school students (Study 1, N = 1,416; Study 2, N = 1,118). Path analytic models tested multivariable linkages among relevant parenting variables, PR, and outcomes associated with cannabis use. Follow-up regression analyses explored significant interaction effects. In Study 1 (p <0.001) and Study 2 (p <0.01), parental warmth moderated the relation between monitoring and trait PR: High monitoring was a protective factor only when combined with high warmth. In turn, PR mediated the relationships between parenting practices and cannabis intentions in both studies (p <0.001). In Study 2, PR also was linked with resistance to persuasion via more unfavorable reactions to anti-cannabis appeals (p <0.001). Findings indicated that low parental warmth combined with high parental monitoring was associated with high trait reactance in adolescents, which predisposed them to stronger resistance to preventive communications. Interventions might focus on counseling parents about the likely outcomes of parenting style, and ways to implement beneficial approaches.

Religiosity and US adolescents’ well‐being: The moderating role of trait reactance

AbstractA large body of evidence has connected religiosity and spirituality to well‐being, especially during the crucial adolescent years. This study examines whether trait reactance, a personality predisposition to resist external influences and threats to one's freedom, moderates the links between religiosity/spirituality, self‐esteem, and well‐being over the course of adolescence. We test these interactive effects with survey data from a nationally representative sample of children aged 13–17 (N = 419). Our results indicate that religiosity/spirituality is generally related to higher levels of self‐esteem and that self‐esteem positively relates to happiness. However, the relationship between religiosity/spirituality and self‐esteem changes as a function of both age and trait reactance. Among young adolescents (14 years of age), lower reactance and lower religiosity/spirituality are associated with lower self‐esteem, and among older adolescents (17 years of age), higher reactance and higher religiosity/spirituality are associated with the highest levels of self‐esteem.

Crypto freedom! Effects of trait reactance and regulation content on intention to buy cryptocurrency

Cryptocurrencies like Bitcoin have attracted billions in investment in a short period of time. Currently, there is a move to introduce regulations for crypto trading. The purpose of the current research was to study the effect of trait reactance and messages about freedom-protecting (vs. freedom-restricting) crypto regulations on an individual's attitude toward cryptocurrency and buying intention. The following mediators were examined: (1) positive affect and (2) negative affect (i.e., anger). A total of 566 people took part in a 2 (regulation content: freedom-protecting vs. freedom-restricting) × trait reactance (continuous) between-participants design. The freedom message emphasized that regulations would support an individual investor's right to invest in crypto. The restriction message stated that crypto trading would be restricted to professional investors. Trait reactance was measured with Hong and Page's (1989) Psychological Reactance scale. Results indicated that trait reactance had a positive effect on state reactance and positive affect. The effect of trait reactance on crypto buying intention was mediated by positive affect and anger. Freedom (vs. restriction) messages were associated with an increase in positive affect and decrease in anger. Freedom messages about crypto investing generate a more positive response than messages outlining restrictions to crypto investing.

The politics of mask-wearing: Political preferences, reactance, and conflict aversion during COVID

The current project examines how psychological reactance and conflict orientation relate to the highly politicized debate over mask-wearing in the U.S. during the COVID-19 pandemic. We explore how psychological reactance and conflict orientation are related to self-reported mask-wearing, and how these same predispositions are correlated with political beliefs. We then assess how favorability towards President Trump in the context of the 2020 Election was uniquely correlated with these traits and how Trump favorability both mediated and moderated the effects of conflict orientation and psychological reactance on individuals' likelihood of wearing masks. Results from a national survey of U.S. adults from Nov–Dec 2020 suggest that Trump favorability was positively associated with trait reactance, negatively associated with conflict aversion, and negatively associated with self-reported mask-wearing. The opposite was true of favorability towards Joe Biden. Moderation analyses indicate that conflict-approaching Biden detractors were especially unlikely to report wearing masks, while mediation analyses show that political preferences significantly mediated the relationships between both psychological traits and self-reported mask-wearing. Implications for the politicization of health messaging and health behavior are discussed.

Participant Engagement and Reactance to a Short, Animated Video About Added Sugars: Web-based Randomized Controlled Trial

BackgroundShort, animated story-based (SAS) videos are a novel and promising strategy for promoting health behaviors. To gain traction as an effective health communication tool, SAS videos must demonstrate their potential to engage a diverse and global audience. In this study, we evaluate engagement with a SAS video about the consumption of added sugars, which is narrated by a child (a nonthreatening character), a mother (a neutral layperson), or a physician (a medical expert).ObjectiveThis study aims to (1) assess whether engagement with the sugar intervention video differs by narrator type (child, mother, physician) and trait proneness to reactance and (2) assess whether the demographic characteristics of the participants (age, gender, education status) are associated with different engagement profiles with the sugar intervention video.MethodsIn December 2020, after 4013 participants from the United Kingdom completed our randomized controlled trial, we offered participants assigned to the placebo arms (n=1591, 39.65%) the choice to watch the sugar intervention video (without additional compensation) as posttrial access to treatment. We measured engagement as the time that participants chose to watch the 3.42-minute video and collected data on age, gender, education status, and trait reactance proneness. Using ordinary least squares regression, we quantified the association of the demographic characteristics and trait reactance proneness with the sugar video view time.ResultsOverall, 66.43% (n=1047) of the 1576 participants in the 2 placebo arms voluntarily watched the sugar intervention video. The mean view time was 116.35 (52.4%) of 222 seconds. Results show that view times did not differ by narrator (child, mother, physician) and that older participants (aged 25-59 years, mean = 125.2 seconds) watched the sugar video longer than younger adults (aged 18-25 years, mean = 83.4 seconds). View time remained consistent across education levels. Participants with low trait reactance (mean = 119.3 seconds) watched the intervention video longer than high-trait-reactance participants (mean = 95.3 seconds), although this association did not differ by narrator type.ConclusionsThe majority of participants in our study voluntarily watched more than half of the sugar intervention video, which is a promising finding. Our results suggest that SAS videos may need to be shorter than 2 minutes to engage people who are young or have high trait proneness to reactance. We also found that the choice of narrator (child, mother, or physician) for our video did not significantly affect participant engagement. Future videos, aimed at reaching diverse audiences, could be customized for different age groups, where appropriate.Trial RegistrationGerman Clinical Trials Register DRKS00022340; https://www.drks.de/drks_web/navigate.do?navigationId=trial.HTML&TRIAL_ID=DRKS00022340International Registered Report Identifier (IRRID)RR2-10.2196/25343

Reactance and perceived disease severity as determinants of COVID-19 vaccination intention: an application of the theory of planned behavior

ABSTRACT To encourage maximum vaccination against COVID-19, determinants of vaccination intention must be identified. The present study aimed to do so through an application of the theory of planned behavior (TPB). We examined variables associated with TPB, perceived severity of COVID-19, knowing someone with COVID-19 (k-COVID-19), and individual differences such as age, gender, and psychological reactance. An online survey was conducted on 551 Polish participants. Structural equation modeling was conducted on the data collected. Attitude (utility beliefs) toward COVID-19 vaccination was the strongest predictor of vaccination intention, followed by beliefs about social norms and perceived behavioral control. Older age and k-COVID-19 were associated with higher vaccination intention through perceived higher severity of infection and higher levels of all TPB components. Being a woman and having higher trait reactance were negatively related to COVID-19 vaccination intention through lower levels of all TPB components. The results show that COVID-19 vaccination intention is directly associated with all TPB components, and is related to gender, age, COVID-19-related variables, and reactance. Our results contribute to the scientific pursuit of encouraging uptake of the COVID-19 vaccine by identifying modifiable determinants that could be targeted in health campaigns.

Exploring Behavioral Typologies to Inform COVID-19 Health Campaigns: A Person-Centered Approach

As the United States continues to be ravaged by COVID-19, it becomes increasingly important to implement effective public health campaigns to improve personal behaviors that help control the spread of the virus. To design effective campaigns, research is needed to understand the current mitigation intentions of the general public, diversity in those intentions, and theoretical predictors of them. COVID-19 campaigns will be particularly challenging because mitigation involves myriad, diverse behaviors. This study takes a person-centered approach to investigate data from a survey (N = 976) of Pennsylvania adults. Latent class analysis revealed five classes of mitigation: one marked by complete adherence with health recommendations (34% of the sample), one by complete refusal (9% of the sample), and three by a mixture of adherence and refusal. Statistically significant covariates of class membership included relatively positive injunctive norms, risk due to essential workers in the household, personal knowledge of someone who became infected with COVID-19, and belief that COVID-19 was a leaked biological weapon. Additionally, trait reactance was associated with non-adherence while health mavenism was associated with adherence. These findings may be used to good effect by local healthcare providers and institutions, and also inform broader policy-making decisions regarding public health campaigns to mitigate COVID-19.

Freedom-prompting reactance mitigation strategies function differently across levels of trait reactance

ABSTRACT This study assessed the relative effects of reactance mitigation strategies specifically designed to prevent or restore threatened autonomy according to message recipients’ levels of reactance proneness. An experiment (N = 230) using a 2 (inoculation mitigation: present vs. absent) × 2 (freedom threatening language: high vs. low) × 2 (restoration postscript mitigation: present vs. absent) between-subjects design was performed in the context of a safe-sex campaign message. Results showed that message strategies affected state reactance differently across levels of trait reactance. In particular, for those high in trait reactance, inoculation uniquely reduced perceived threat to freedom, which indirectly increased safe-sex intention via state reactance and attitude toward the health behavior. These results demonstrate the importance of using trait reactance as an audience segmentation variable.

Novel Predictors of COVID-19 Protective Behaviors Among US Adults: Cross-sectional Survey.

BackgroundA central component of the public health strategy to control the COVID-19 pandemic involves encouraging mask wearing and social distancing to protect individuals from acquiring and transmitting the virus.ObjectiveThis study aims to understand the psychological factors that drive adoption or rejection of these protective behaviors, which can inform public health interventions to control the pandemic.MethodsWe conducted an online survey of a representative sample of 1074 US adults and assessed three novel potential predictors of COVID-19 behaviors: trait reactance, COVID-19 conspiracy beliefs, and COVID-19 apocalypse beliefs. Key outcomes (dependent variables) included an index of COVID-19 protective behaviors, the number of trips taken from the home, and COVID-19 knowledge.ResultsIn bivariate analyses, all three predictors were significantly correlated in the hypothesized direction with the three COVID-19 outcomes. Specifically, each predictor was negatively (P<.01) correlated with the COVID-19 protective behaviors index and COVID-19 knowledge score, and positively correlated with trips taken from home per week (more of which was considered higher risk). COVID-19 protective behaviors and COVID-19 knowledge were significantly lower in the top median compared to the bottom median for all three predictors. In general, these findings remained significant after adjusting for all novel predictors plus age, gender, income, education, race, political party, and religiosity. Self-identified Republicans (vs other political affiliations) reported the highest values for each of the novel predictors.ConclusionsThis study can inform the development of health communication interventions to encourage the adoption of COVID-19 protective behaviors. Interestingly, we found that higher scores of all three novel predictors were associated with lower COVID-19 knowledge, suggesting that lack of an accurate understanding of the virus may be driving some of these attitudes; although, it is also possible that these attributes may interfere with one’s willingness or ability to seek and absorb accurate health information. These individuals may be particularly immune to accepting new information and yielding their beliefs. Health communication professionals may apply lessons learned from countering similar beliefs around climate change and vaccine hesitancy. Messages designed for individuals prone to reactance may be more effective if they minimize controlling language and emphasize the individual’s independence in adopting these behavioral recommendations. Messaging for those who possess conspiracy beliefs should similarly not assume that providing evidence contrary to these beliefs will alone alter behavior. Other communication techniques such as rolling with resistance, a strategy used in motivational interviewing, may be helpful. Messaging for those with apocalyptic beliefs may require using religious leaders as the message source and using scripture that would support the adoption of COVID-19 protection behaviors.