How providing public COVID-19 mitigation instructions in a foreign language can increase people's sense of control

Processing information in a learned foreign language can alter one's judgment or cognitive evaluation of stimuli. Documented consequences include a reduction in perceived negativity and perceived severity of crime or diseases. The global COVID-19 pandemic has offered a unique opportunity to investigate this phenomenon in a real-life public health communication context. The aim of this study is to investigate how foreign language processing influences people's reaction towards freedom-restrictive messages. In our experimental study (N = 605), we presented participants with pandemic mitigation instructions in their native language versus a learned foreign language and assessed their perceived sense of control, cognitive evaluation of the instructions, and the intention to adhere to them. The results indicated that the use of a foreign language influenced people's perceived sense of control in a way that might intuitively be surprising: foreign language enhanced sense of control. This positively influenced the cognitive evaluation of the instructions' effectiveness and the intention to comply with them. The present research demonstrates that foreign language processing influences individuals' responses to specific, real-life instructions. Our results provide important contributions to the literature on foreign language effects and public communication and enable practitioners to more accurately predict recipient responses to global crisis communications.