The Impact of Public Health Organization and Political Figure Message Sources on Reactions to Coronavirus Prevention Messages

Communicating with ethnic minorities during COVID-19: An experimental test of the effect of self-, ingroup-, and intergroup-focused messages

Developing messaging to encourage minorities to adhere to health recommendations has been a complex task for governments worldwide during the COVID-19 crisis. Here, we propose and tests a new typology of messages among minorities that can be used to mobilize compliance and engagement. This typology comprises three messaging treatments emphasizing personal, ingroup, and intergroup benefits. We examine, via an experimental field study, whether there is a difference in the effect of these messages on two policy outcomes, social distancing and vaccine hesitancy, among the Arab minority living in Israel. The findings suggest that social messages, i.e., ingroup and intergroup messages, positively affect social distancing, while self-messaging harms social distancing compliance. Regarding vaccine intake, within the social messages tested, intergroup-focused messages were more effective than ingroup-focused messages for vaccination intentions only among citizens with low trust in the government. We discuss the findings in detail and propose new avenues in theory and practice to foster health policy compliance among minorities.

Good Trouble in the Time of COVID-19

The rapid circulation of COVID-19 misinformation posed one of the most vexing challenges to health communication scholars and practitioners during the pandemic. Within the communication field, our response to health misinformation has often focused on shoring up public trust in scientific knowledge and amplifying institutional expertise. But this strategy of rebuilding public trust in institutions has a serious weakness: it requires the leaders of these institutions to actually behave in ways that merit trust. This essay tells the story of one such moment when the actions of university leaders threatened to undermine public faith in George Mason University's "safe return to campus" plan. The essay then discusses how a mobilized and organized faculty helped counter this threat by demanding that university leaders embrace transparency, decision-maker accountability, and a commitment to truth-telling based on science.

Trust and Coping Beliefs Contribute to Racial Disparities in COVID-19 Vaccination Intention

Racial disparities in intention to obtain the COVID-19 vaccination have been noted in academic and popular press reports. The present study sought to identify cognitive and affective factors that contribute to the observed lack of acceptance of COVID-19 vaccination, even before a vaccine was made publicly available, among Black and White Americans through a national survey (N = 487; 50.6% female, 24.8% Black). Our findings are consistent with previous studies that Black respondents had lower intention to obtain the eventual COVID-19 vaccine than White respondents. Protection motivation theory's construct of coping efficacy and an additional COVID-19-relevant variable, trust in vaccination, mediated the effect of race on behavioral intention. Lastly, beliefs were elicited from Black and White Americans to identify communication strategies regarding the issue.

Factors Associated With COVID-19 Behavioral Intentions: Findings From an Online Survey

PURPOSE

The COVID-19 pandemic provides a novel context through which to evaluate salient factors for promoting behavioral change. We examined how attitudes, perceived community behaviors, and prior related behaviors predict intentions to (1) receive COVID-19 vaccination and (2) practice social distancing.

DESIGN

Cross-sectional online survey administered through Amazon's Mechanical Turk in September 2020.

SUBJECTS

A convenience sample of US adults (N = 1804).

MEASURES

COVID-19 vaccination and social distancing intentions were measured on a 7-point Likert scale. Predictor variables included general vaccination and social distancing attitudes, perceived community mask-wearing, prior influenza vaccination, prior social distancing, and socio-demographics.

ANALYSIS

Descriptive statistics and linear regressions.

RESULTS

Thirty percent of respondents reported a strong willingness to receive COVID-19 vaccination, while 67% strongly intended to engage in social distancing. In regression analyses, vaccination intention was predicted by positive vaccine attitudes (b = .84; 95%CI: .78, .90; P < .001), prior influenza vaccination (b = -.47; 95%CI: -.63, -.32; P < .001), and perceived community mask-wearing (b = -.28; 95%CI: -.56, -.01; P=.049). Intention to practice social distancing was predicted by positive attitudes (b = .65; 95%CI: .61, .69; P < .001), prior social distancing (b = -.49; 95%CI: -.59, -.39; P < .001), and perceived community mask-wearing (b = -.28; 95%CI: -.46, -.09; P = .003).

CONCLUSION

Findings have implications for health promotion efforts. Messages that are targeted and tailored on pre-existing attitudes may be more effective. Additionally, leveraging prior behaviors and perceived community behavior may improve communication strategies.

Identifying consumer segments based on COVID-19 pandemic perceptions and responses

Consumer responses to the COVID-19 pandemic have varied widely. Thus, marketers need to understand consumer segments based on pandemic-related responses and behaviors. Through two studies conducted 9 months apart, we find that consumers shift from three segments in Study 1-the Apprehensive, the Prepared, and the Dismissive, to two segments in Study 2-the Dedicated and the Dismissive. The Apprehensive feel particularly threatened of the virus. The Prepared and the Dedicated perceive a lower susceptibility but still take the health threat seriously. The Dismissive downplay the threat and exhibit more negative reactions to mitigation measures. We also demonstrate between-segment downstream response differences. While the Apprehensive and the Prepared/Dedicated exhibit positive attitude toward companies enforcing guidelines, the Apprehensive engage in the most panic buying, hoarding, and stockpiling. The Dedicated also express greater stress and less life satisfaction than the Dismissive. The findings offer theoretical and practical implications for pandemic-related consumer responses.

(Mis)communicating about COVID-19: Insights from Health and Crisis Communication

The COVID-19 pandemic has posed unprecedented challenges for the United States and the world. In this article, we discuss several communication challenges that have arisen during the pandemic, with insights from the fields of health and crisis communication. We focus in particular on the lack of clarity in the US response in terms of both what behaviors we are trying to change and how we are communicating about behavior change. While the mixed messages and contradictions have hampered the US response thus far, it is our hope that we will do better going forward. This will require state and local health departments, public health organizations, and all of us to increasingly apply our field's best practices to help calm fears, change behavior, and ultimately reduce suffering and save lives.