Fear Encourages Physical Distancing During Pandemic

Despite guidelines plastered on the walls and floors of grocery and retail stores encouraging customers to maintain six-feet of physical distance, many do not.
A recent study has identified two key messaging components, that is, negativity and anthropomorphism or attributing human characteristics to nonhuman objects, could improve the persuasiveness of those appeals and trigger compliance. The research was conducted by the University of Houston Conrad N. Hilton College of Hotel and Restaurant Management and was published in The Service Industries Journal.
Adjusting the messaging to stress the negative health outcomes associated with not following physical distancing guidelines, including the possibility of severe sickness or death, could more effectively persuade consumers to comply, according to the study co-authored by UH associate professor Priyanko Guchait.
The study found that adding intimidating human attributes to the otherwise invisible coronavirus, such as a scary red face with long sharp teeth and tentacles, significantly strengthens that message.
"We don't know how the coronavirus looks because we can't see it, so how can people be afraid of it? Giving it human characteristics and making it look scary strengthens the effect when combined with the negative messaging," said Guchait.
The researchers applied the regulatory focus theory, a persuasion theory in the field of psychology which focuses on framing the information either negatively or positively. Based on a hypothetical supermarket scenario, survey respondents were presented with different physical distancing messages that either used preventive or promotive language - some included a "Mr Deadly COVID-19" scary face.
The preventive messaging emphasized potential costs and...