The influence of gain-loss framing and its interaction with political ideology on social distancing and mask wearing compliance during the COVID-19 pandemic

Jordan Steffen · Jiuqing Cheng

41 citations0/0 files storedCurrent Psychology

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Communication and COVID-19 Impact Decision-Making and Behavioral Economics Risk Perception and Management

Abstract

The COVID-19 pandemic has caused millions of cases and over half a million deaths in the United States. While health experts urge citizens to adopt preventative measures such as social distancing and wearing a mask, these recommended behaviors are not always followed by the public. To find a way to promote preventative measures, the present study examined the role of gain-loss framing of COVID-19 related messages on social distancing and mask wearing compliance. Moreover, the study also tested potential moderating effects on framing with three individual characteristics: political ideology, subjective numeracy, and risk attitude. A sample of 375 U.S. adult residents were recruited from Amazon Mechanical Turk. Each participant read either a gain or loss-framed message related to practicing protective behaviors during the COVID-19 pandemic. Participants also completed scales of preventative behaviors, risk attitude, subjective numeracy, political ideology, and other demographic variables. It was found that those who were more liberal, risk-averse and had greater subjective numeracy were more likely to wear a mask and/or follow social distancing. Furthermore, in the presence of demographic and psychological factors, the study found participants in the loss-framed condition than in the gain-framed condition were more likely to adopt both preventative measures, supporting the notion of loss aversion. Additionally, the framing effect was also moderated by political ideology on mask-wearing, with the effect being stronger in liberals than in conservatives. Collectively, the study implies message framing may be a useful means to promote preventative measures in the current pandemic.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1981The Framing of Decisions and the Psychology of Choice 1997Shaping perceptions to motivate healthy behavior: The role of message framing.2006A Domain-Specific Risk-Taking (DOSPERT) scale for adult populations 2011Metaphors We Think With: The Role of Metaphor in Reasoning 1993The Influence of Message Framing on Intentions to Perform Health Behaviors 2012Beyond Comprehension

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