IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v41y2021i1-2p32-57.html
   My bibliography  Save this article

Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19

Author

Listed:
  • Do The Khoa
  • Chen-Ya Wang
  • Priyanko Guchait

Abstract

Although physical distancing is the key to reducing the risk of virus infection, the commonly used signs to spur physical distancing in services seem ineffective as many customers still refrain from practicing physical distancing. This research therefore suggests using regulatory focus (prevention vs. promotion) to improve the persuasiveness of these appeals. Study 1 creates and validates one multiple-item scale for measuring physical distancing in services, which is then adopted in two subsequent scenario-based experiments. Study 2 proves the superior effect of prevention-focused message to both promotion-focused message and conventional message in encouraging physical distancing compliance, which is explained by perceived fear as the underlying psychological mechanism. Study 3 further unveils the boundary condition of anthropomorphism in strengthening this superiority (i.e. Mr. Deadly COVID-19, scary face). Given a great deal of uncertain future caused by this epidemic, this research provides relevant implications for fostering the engagement in physical distancing in services.

Suggested Citation

  • Do The Khoa & Chen-Ya Wang & Priyanko Guchait, 2021. "Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19," The Service Industries Journal, Taylor & Francis Journals, vol. 41(1-2), pages 32-57, January.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:1-2:p:32-57
    DOI: 10.1080/02642069.2020.1831477
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642069.2020.1831477
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642069.2020.1831477?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Min-Kyu Kwak & JeungSun Lee & Seong-Soo Cha, 2021. "Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    2. Sit, Kokho Jason & Ballantyne, Erica E.F. & Gorst, Jonathan, 2022. "Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Epton, Tracy & Ghio, Daniela & Ballard, Lisa M. & Allen, Sarah F. & Kassianos, Angelos P. & Hewitt, Rachael & Swainston, Katherine & Fynn, Wendy Irene & Rowland, Vickie & Westbrook, Juliette & Jenkins, 2022. "Interventions to promote physical distancing behaviour during infectious disease pandemics or epidemics: A systematic review," Social Science & Medicine, Elsevier, vol. 303(C).
    4. Sookhwa Jung & Jaewoo Lee, 2022. "Current and future influences of COVID-19 on the knowledge management function of conventions and exhibitions," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 391-410, June.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:41:y:2021:i:1-2:p:32-57. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.