Smith School of Business, University of Maryland, College Park, MD, United States.
McCombs School of Business, University of Texas at Austin, Austin, TX, United States.
JMIR Public Health Surveill. 2021 Apr 13;7(4):e25762. doi: 10.2196/25762.
Public health campaigns aimed at curbing the spread of COVID-19 are important in reducing disease transmission, but traditional information-based campaigns have received unexpectedly extreme backlash.
This study aimed to investigate whether customizing of public service announcements (PSAs) providing health guidelines to match individuals' identities increases their compliance.
We conducted a within- and between-subjects, randomized controlled cross-sectional, web-based study in July 2020. Participants viewed two PSAs: one advocating wearing a mask in public settings and one advocating staying at home. The control PSA only provided information, and the treatment PSAs were designed to appeal to the identities held by individuals; that is, either a Christian identity or an economically motivated identity. Participants were asked about their identity and then provided a control PSA and treatment PSA matching their identity, in random order. The PSAs were of approximately 100 words.
We recruited 300 social media users from Amazon Mechanical Turk in accordance with usual protocols to ensure data quality. In total, 8 failed the data quality checks, and the remaining 292 were included in the analysis. In the identity-based PSA, the source of the PSA was changed, and a phrase of approximately 12 words relevant to the individual's identity was inserted. A PSA tailored for Christians, when matched with a Christian identity, increased the likelihood of compliance by 12 percentage points. A PSA that focused on economic values, when shown to individuals who identified as economically motivated, increased the likelihood of compliance by 6 points.
Using social media to deliver COVID-19 public health announcements customized to individuals' identities is a promising measure to increase compliance with public health guidelines.
ISRCTN Registry 22331899; https://www.isrctn.com/ISRCTN22331899.
旨在遏制 COVID-19 传播的公共卫生运动对于减少疾病传播很重要，但传统的基于信息的运动却遭到了出人意料的强烈抵制。
本研究旨在调查向个人身份提供健康指南的公共服务公告 (PSA) 的定制是否会增加其遵从性。
我们于 2020 年 7 月进行了一项基于个体的、被试间、随机对照的横断面、基于网络的研究。参与者观看了两个 PSA：一个是在公共场所佩戴口罩，另一个是待在家里。对照 PSA 只提供信息，而治疗 PSA 则设计为吸引个人身份；也就是说，要么是基督教身份，要么是经济动机身份。参与者被问及他们的身份，然后按照他们的身份顺序随机提供对照 PSA 和治疗 PSA。PSA 大约有 100 个字。
我们按照通常的协议从亚马逊 Mechanical Turk 招募了 300 名社交媒体用户，以确保数据质量。总共有 8 人未通过数据质量检查，其余 292 人被纳入分析。在基于身份的 PSA 中，PSA 的来源发生了变化，并插入了大约 12 个与个人身份相关的单词。针对基督教徒定制的 PSA，当与基督教徒身份相匹配时，会增加遵守的可能性 12 个百分点。针对以经济价值为导向的个人的 PSA，当展示给这些人时，会增加遵守的可能性 6 个百分点。
使用社交媒体向个人身份定制 COVID-19 公共卫生公告是提高公众对公共卫生指南遵从性的一项有前途的措施。
ISRCTN 注册中心 22331899；https://www.isrctn.com/ISRCTN22331899。
