Department of Communication Arts and Sciences, The Pennsylvania State University.
Health Commun. 2023 Jun;38(7):1338-1348. doi: 10.1080/10410236.2021.2007579. Epub 2021 Dec 8.
Efforts by universities to reduce the spread of COVID-19 include health campaigns intended to encourage students to wear masks. While well-intended, these efforts may produce counter-persuasion (e.g., decrease masking) if they are seen as threatening individuals' freedom to choose. In a rolling cross-sectional study of one university campaign ( = 681), we found that the presence of the campaign did instigate a form of resistance known as reactance and that reactance was negatively associated with masking behavior. Masking was also diminished by the frequency with which respondents observed others not wearing a mask (anti-masking descriptive norm) and the frequency with which respondents observed others expressing disdain for masking (anti-masking injunctive norm). Most of these findings were magnified among students who identified as politically conservative. There was no evidence that the frequency of seeing others speak in favor of masks (pro-masking injunctive norm) produced an increase in masking. The results provide valuable theoretical insights into the causes of reactance and empirical evidence of the risks associated with student-oriented COVID safety campaigns.
大学为减少 COVID-19 传播所做的努力包括旨在鼓励学生戴口罩的健康宣传活动。尽管这些努力是出于好意，但如果它们被视为威胁个人选择自由，就可能产生反说服效果（例如，减少戴口罩）。在一项对一所大学活动的滚动横断面研究（=681）中，我们发现该活动确实引发了一种被称为反抗的抵抗形式，并且反抗与戴口罩行为呈负相关。口罩的佩戴率也因受访者观察到他人不戴口罩的频率（反口罩描述性规范）和受访者观察到他人对戴口罩表示不屑的频率（反口罩禁令规范）而降低。这些发现大多在政治上保守的学生中更为明显。没有证据表明，观察到他人支持戴口罩的频率（支持戴口罩的禁令规范）会增加戴口罩的频率。这些结果为反抗的原因提供了有价值的理论见解，并为面向学生的 COVID 安全宣传活动所带来的风险提供了经验证据。
