Mourali Mehdi, Benham Jamie L, Lang Raynell, Fullerton Madison M, Boucher Jean-Christophe, Cornelson Kirsten, Oxoby Robert J, Constantinescu Cora, Tang Theresa, Marshall Deborah A, Hu Jia
Haskayne School of Business, University of Calgary, Calgary, AB, Canada.
Department of Medicine, Cumming School of Medicine, University of Calgary, Calgary, AB, Canada.
JMIR Hum Factors. 2023 Feb 13;10:e41328. doi: 10.2196/41328.
Adherence to nonpharmaceutical interventions for COVID-19, including physical distancing, masking, staying home while sick, and avoiding crowded indoor spaces, remains critical for limiting the spread of COVID-19.
The aim of this study was to test the effectiveness of using various persuasive appeals (deontological moral frame, empathy, identifiable victim, goal proximity, and reciprocity) at improving intentions to adhere to prevention behaviors.
A randomized online experiment using a representative sample of adult Canadian residents with respect to age, ethnicity, and province of residence was performed from March 3 to March 6, 2021. Participants indicated their intentions to follow public health guidelines, saw one of six flyers featuring a persuasive appeal or no appeal, and then rated their intentions a second time. Known correlates of attitudes toward public health measures were also measured.
Intentions to adhere to public health measures increased in all appeal conditions. The message featuring an empathy appeal resulted in a greater increase in intentions than the control (no appeal) message. Moreover, the effectiveness of persuasive appeals was moderated by baseline intentions. Deontological, empathy, identifiable victim, and reciprocity appeals improved intentions more than the control message, but only for people with lower baseline intentions to adhere to nonpharmaceutical interventions.
Public health marketing campaigns aiming to increase adherence to COVID-19 protective behaviors could achieve modest gains by employing a range of persuasive appeals. However, to maximize impact, it is important that these campaigns be targeted to the right individuals.
ClinicalTrials.gov NCT05722106; https://clinicaltrials.gov/ct2/show/NCT05722106.
坚持针对新冠病毒病的非药物干预措施，包括保持社交距离、佩戴口罩、生病时居家以及避免前往拥挤的室内场所，对于限制新冠病毒病的传播仍然至关重要。
本研究旨在测试运用各种有说服力的诉求（道义论道德框架、同理心、可识别受害者、目标接近性和互惠性）来提高坚持预防行为意愿的有效性。
于2021年3月3日至3月6日进行了一项随机在线实验，使用了在年龄、种族和居住省份方面具有代表性的成年加拿大居民样本。参与者表明他们遵循公共卫生指南的意愿，观看了六张带有或不带有说服力诉求的传单之一，然后再次对他们的意愿进行评分。还测量了对公共卫生措施态度的已知相关因素。
在所有诉求条件下，坚持公共卫生措施的意愿均有所增加。带有同理心诉求的信息导致意愿的增加幅度大于对照（无诉求）信息。此外，说服力诉求的有效性受到基线意愿的调节。道义论、同理心、可识别受害者和互惠性诉求比对照信息更能提高意愿，但仅针对那些坚持非药物干预措施的基线意愿较低的人群。
旨在提高对新冠病毒病防护行为依从性的公共卫生营销活动，通过运用一系列有说服力的诉求可能会取得一定成效。然而，为了使影响最大化，重要的是这些活动要针对合适的人群。
ClinicalTrials.gov NCT05722106；https://clinicaltrials.gov/ct2/show/NCT05722106 。
