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Age-based messaging strategies for communication about COVID-19

Author

Listed:
  • Stephen M. Utych

    (Boise State University)

  • Luke Fowler

    (Boise State University)

Abstract

Responding to the COVID-19 crisis across the world has required a massive and sudden shift in human behaviors, with an end goal of slowing the spread of the disease. Importantly, this type of behavioral change requires messaging from governmental agencies and officials. However, we are uncertain about what types of messages are most influential at inducing behavioral change. In this study, we find that messages highlighting the risk to older adults have little additive power in influencing attitudes and behaviors beyond the effect of a broad informational message. However, messages highlighting risks to younger adults, in addition to risks to older adults, make individuals perceive COVID-19 as a more serious threat, though this effect seems to be limited to areas where infection rates are high.

Suggested Citation

  • Stephen M. Utych & Luke Fowler, 2020. "Age-based messaging strategies for communication about COVID-19," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
    • Handle: RePEc:bpd:articl:v:3:y:2020:i:1:jbpa.31.151
    DOI: 10.30636/jbpa.31.151
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    References listed on IDEAS

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    2. Fang, Albert H. & Guess, Andrew M. & Humphreys, Macartan, 2019. "Can the Government Deter Discrimination? Evidence from a Randomized Intervention in New York City," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 81(1), pages 127-141.
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    Cited by:

    1. Soma Gregory & Stephanie Holt & Christine Barter & Nicola Christofides & Ogopoleng Maremela & Nobulembu Mwanda Motjuwadi & Cathy Humphreys & Ruth Elliffe & Nicky Stanley, 2022. "Public Health Directives in a Pandemic: Paradoxical Messages for Domestic Abuse Victims in Four Countries," IJERPH, MDPI, vol. 19(21), pages 1-15, October.
    2. Victoria S. Shelus & Simone C. Frank & Allison J. Lazard & Isabella C. A. Higgins & Marlyn Pulido & Ana Paula C. Richter & Sara M. Vandegrift & Rhyan N. Vereen & Kurt M. Ribisl & Marissa G. Hall, 2020. "Motivations and Barriers for the Use of Face Coverings during the COVID-19 Pandemic: Messaging Insights from Focus Groups," IJERPH, MDPI, vol. 17(24), pages 1-12, December.
    3. Wanqi Gong & Qin Guo & Crystal L. Jiang, 2021. "Conversation Breeds Compliance: The Role of Intergenerational Communication in Promoting Preventive Behaviors against COVID-19 among Middle-Aged Parents in China," IJERPH, MDPI, vol. 18(19), pages 1-13, September.
    4. Shin KINOSHITA & Masayuki SATO & Takanori IDA, 2022. "Bayesian Probability Revision and Infection Prevention Behavior in Japan : A Quantitative Analysis of the First Wave of COVID-19," Discussion papers e-22-004, Graduate School of Economics , Kyoto University.
    5. Shusaku Sasaki & Hirofumi Kurokawa & Fumio Ohtake, 2021. "Effective but fragile? Responses to repeated nudge-based messages for preventing the spread of COVID-19 infection," The Japanese Economic Review, Springer, vol. 72(3), pages 371-408, July.
    6. Paolo Nicola Barbieri & Beatrice Bonini, 2021. "Political orientation and adherence to social distancing during the COVID-19 pandemic in Italy," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 38(2), pages 483-504, July.
    7. Falco, Paolo & Zaccagni, Sarah, 2020. "Promoting social distancing in a pandemic: Beyond the good intentions," OSF Preprints a2nys, Center for Open Science.
    8. Shusaku Sasaki & Hirofumi Kurokawa & Fumio Ohtake, 2020. "Short-term responses to nudge-based messages for preventing the spread of COVID-19 infection: Intention, behavior, and life satisfaction," Discussion Papers in Economics and Business 20-11, Osaka University, Graduate School of Economics.
    9. J -F Daoust, 2020. "Elderly people and responses to COVID-19 in 27 Countries," PLOS ONE, Public Library of Science, vol. 15(7), pages 1-13, July.
    10. Aaron Deslatte, 2020. "To shop or shelter? Issue framing effects and social-distancing preferences in the COVID-19 pandemic," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(1).
    11. Masayuki SATO & Shin KINOSHITA & Takanori IDA, 2022. "Subjective Risk Valuation and Behavioral Change : Evidence from COVID-19 in the U.K. and Japan," Discussion papers e-22-011, Graduate School of Economics , Kyoto University.
    12. Zhang, Zhiwei & Liu, Gao & Chen, Bin & Huang, Kun, 2022. "Social asset or social liability? How partisanship moderates the relationship between social capital and Covid-19 vaccination rates across United States counties," Social Science & Medicine, Elsevier, vol. 311(C).
    13. Nathan Favero & Mogens Jin Pedersen, 2020. "How to encourage “Togetherness by Keeping Apart†amid COVID-19? The ineffectiveness of prosocial and empathy appeals," Journal of Behavioral Public Administration, Center for Experimental and Behavioral Public Administration, vol. 3(2).

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    More about this item

    Keywords

    COVID-19; Messaging; Experimental methods; Age;
    All these keywords.

    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • Z00 - Other Special Topics - - General - - - General
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General

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