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COVID-19 health Messaging: How Message Frame and Individual Differences in Collectivism and Perceived Risk Influence
Yangsun Hong1, Mika Hashimoto2
1Department of Communication and Journalism, University of New Mexico.
Abstract:
This study examines how message frame and individual differences in collectivism and perceived risk influence intention to engage in precautionary measures for COVID-19. We investigate the relationships with two types of preventive measures that differ in features relevant to the message frame hypothesis like uncertainty or perceived risk about outcome of the health behaviors: vaccination and mask-wearing. We conducted two separate online experiments for each preventive behavior, respectively. The results reveal that individuals with a moderate collectivist orientation had a higher intention to wear a face mask than those with a very low collectivist orientation when exposed to the gain-framed message, but there was no difference in the loss-framed message. The results were only significant among people with low perceived risk of COVID-19. No such effects are found for vaccination intention.
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