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Motivations and Barriers for the Use of Face Coverings during the COVID-19 Pandemic: Messaging Insights from Focus Groups

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  • Victoria S. Shelus

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
    Carolina Population Center, 123 West Franklin St., Suite 210, Chapel Hill, NC 27516, USA)

  • Simone C. Frank

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA)

  • Allison J. Lazard

    (Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, 117 Carroll Hall CB#3365, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, CB#7295, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Isabella C. A. Higgins

    (Carolina Population Center, 123 West Franklin St., Suite 210, Chapel Hill, NC 27516, USA)

  • Marlyn Pulido

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA)

  • Ana Paula C. Richter

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
    Carolina Population Center, 123 West Franklin St., Suite 210, Chapel Hill, NC 27516, USA)

  • Sara M. Vandegrift

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, CB#7295, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Rhyan N. Vereen

    (Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, 117 Carroll Hall CB#3365, Chapel Hill, NC 27599, USA)

  • Kurt M. Ribisl

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, CB#7295, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Marissa G. Hall

    (Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
    Carolina Population Center, 123 West Franklin St., Suite 210, Chapel Hill, NC 27516, USA
    Lineberger Comprehensive Cancer Center, CB#7295, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

Abstract

Widespread use of face coverings is a key public health strategy to prevent the spread of COVID-19. However, few studies have examined why Americans use or do not use face coverings, and little is known about the most effective messaging strategies. This study explored perceptions of face coverings, including motivations and barriers for use, and examined reactions to messaging promoting the use of face coverings. Six virtual focus groups were conducted with 34 North Carolina residents in July 2020. Participants reported high compliance with face covering recommendations but often did not wear them around family, friends, and colleagues. The most prevalent motivation for the use of face coverings was to protect or respect other people, including high-risk populations and individuals. Other motivators were self-protection, responsibility, desire for control, requirements, and expert advice. Barriers included physical and social discomfort, confusion or misinformation, low perceived susceptibility to COVID-19, and perceptions of identity and autonomy. Even among individuals who frequently wear face coverings, there are opportunities to improve compliance. Messaging should highlight how face coverings protect the wearer and others around them, normalize the use of face coverings in social settings, and emphasize requirements. Positive messages that focus on unity, personal experiences and the rationale for face coverings are recommended.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:24:p:9298-:d:460962
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    References listed on IDEAS

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    1. 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).
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    2. Trieste, Leopoldo & Geisler, Elie & Turchetti, Giuseppe, 2022. "Columbus' egg and the engineer's effect in forecasting solutions adoption," Technological Forecasting and Social Change, Elsevier, vol. 183(C).
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    4. Nobutoshi Nawa & Yui Yamaoka & Yuna Koyama & Hisaaki Nishimura & Shiro Sonoda & Jin Kuramochi & Yasunari Miyazaki & Takeo Fujiwara, 2021. "Association between Social Integration and Face Mask Use Behavior during the SARS-CoV-2 Pandemic in Japan: Results from U-CORONA Study," IJERPH, MDPI, vol. 18(9), pages 1-12, April.

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