A global experiment on motivating social distancing during the COVID-19 pandemic
Legate, Nicole
Illinois Institute of Technology
Nguyen, Thuy-vy
Durham University
Weinstein, Netta
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Moller, Arlen
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Legault, Lisa
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Singapore Management University
Landry, Anais Thibault
Concordia University - Canada
Ferreira, Ana
Universidade de Coimbra
Santos, Anabela Caetano
Universidade de Lisboa
De la Rosa-Gomez, Anabel
Universidad Nacional Autonoma de Mexico
Gourdon-Kanhukamwe, Amelie
Kingston University
Luxon, Alexandria M.
Illinois Institute of Technology
Todsen, Anna Louise
University of St Andrews
Karababa, Alper
Mugla Sitki Kocman University
Janak, Allison
New York University
Pilato, Alice
University of Trieste
Bran, Alexandre
Universite Paris Cite
Tullett, Alexa M.
University of Alabama System
Kuzminska, Anna O.
University of Warsaw
Krafnick, Anthony J.
Dominican Univ
Urooj, Anum
La Trobe University
Khaoudi, Ahmed
Mohammed V University in Rabat
Ahmed, Afroja
University of Limerick
Groyecka-Bernard, Agata
University of Wroclaw
Askelund, Adrian Dahl
Lovisenberg Diaconal Hosp
Adetula, Adeyemi
Communaute Universite Grenoble Alpes
Belaus, Anabel
National University of Cordoba
Charyate, Abdelilah Ca
Ibn Tofail University of Kenitra
Wichman, Aaron L.
Western Kentucky University
Stoyanova, Alina
University of Sofia
Greenburgh, Anna
University of London
Thomas, Andrew G.
Swansea University
Arvanitis, Alexios
University of Crete
Forscher, Patrick S.
Communaute Universite Grenoble Alpes
Mallik, Peter R.
University System of Ohio
Coles, Nicholas A.
Harvard University
Miller, Jeremy K.
Willamette University
Moshontz, Hannah
University of Wisconsin System
Urry, Heather L.
Tufts University
IJzerman, Hans
Communaute Universite Grenoble Alpes
Basnight-Brown, Dana M.
United States International University Africa
Ebersole, Charles R.
University of Virginia
Chartier, Christopher R.
University System of Ohio
Buchanan, Erin M.
Harrisburg Univ Sci & Technol
Primbs, Maximilian A.
Radboud University Nijmegen
Journal
Proceedings of the National Academy of Sciences of the United States of America
ISSN
0027-8424
1091-6490
Open Access
hybrid
Volume
119
Finding communication strategies that effectively motivate social distancing continues to be a global public health priority during the COVID-19 pandemic. This cross-country, preregistered experiment (n = 25,718 from 89 countries) tested hypotheses concerning generalizable positive and negative outcomes of social distancing messages that promoted personal agency and reflective choices (i.e., an autonomy-supportive message) or were restrictive and shaming (i.e., a controlling message) compared with no message at all. Results partially supported experimental hypotheses in that the controlling message increased controlled motivation (a poorly internalized form of motivation relying on shame, guilt, and fear of social consequences) relative to no message. On the other hand, the autonomy-supportive message lowered feelings of defiance compared with the controlling message, but the controlling message did not differ from receiving no message at all. Unexpectedly, messages did not influence autonomous motivation (a highly internalized form of motivation relying on one's core values) or behavioral intentions. Results supported hypothesized associations between people's existing autonomous and controlled motivations and self-reported behavioral intentions to engage in social distancing. Controlled motivation was associated with more defiance and less long-term behavioral intention to engage in social distancing, whereas autonomous motivation was associated with less defiance and more short- and long-term intentions to social distance. Overall, this work highlights the potential harm of using shaming and pressuring language in public health communication, with implications for the current and future global health challenges.