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Effects of Message Framing, Sender Authority, and Recipients’ Self-Reported Trait Autonomy on Endorsement of Health and Safety Measures during the Early COVID-19 Pandemic

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  • Elli Zey

    (Institute for Psychology, General Psychology II, Goethe University Frankfurt, 60323 Frankfurt am Main, Germany)

  • Sabine Windmann

    (Institute for Psychology, General Psychology II, Goethe University Frankfurt, 60323 Frankfurt am Main, Germany)

Abstract

In the COVID-19 pandemic, human solidarity plays a crucial role in meeting this maybe greatest modern societal challenge. Public health communication targets enhancing collective compliance with protective health and safety regulations. Here, we asked whether authoritarian/controlling message framing as compared to a neutral message framing may be more effective than moralizing/prosocial message framing and whether recipients’ self-rated trait autonomy might lessen these effects. In a German sample ( n = 708), we measured approval of seven regulations (e.g., reducing contact, wearing a mask) before and after presenting one of three Twitter messages (authoritarian, moralizing, neutral/control) presented by either a high-authority sender (state secretary) or a low-authority sender (social worker). We found that overall, the messages successfully increased participants’ endorsement of the regulations, but only weakly so because of ceiling effects. Highly autonomous participants showed more consistent responses across the two measurements, i.e., lower response shifting, in line with the concept of reactive autonomy. Specifically, when the sender was a social worker, response shifting correlated negatively with trait autonomy. We suggest that a trusted sender encourages more variable responses to imposed societal regulations in individuals low in autonomy, and we discuss several aspects that may improve health communication.

Suggested Citation

  • Elli Zey & Sabine Windmann, 2021. "Effects of Message Framing, Sender Authority, and Recipients’ Self-Reported Trait Autonomy on Endorsement of Health and Safety Measures during the Early COVID-19 Pandemic," IJERPH, MDPI, vol. 18(15), pages 1-12, July.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:15:p:7740-:d:598471
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    1. Kuhn, Kristine M., 1997. "Communicating Uncertainty: Framing Effects on Responses to Vague Probabilities," Organizational Behavior and Human Decision Processes, Elsevier, vol. 71(1), pages 55-83, July.
    2. Roos, Patrick & Gelfand, Michele & Nau, Dana & Lun, Janetta, 2015. "Societal threat and cultural variation in the strength of social norms: An evolutionary basis," Organizational Behavior and Human Decision Processes, Elsevier, vol. 129(C), pages 14-23.
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    1. Hunt, Melissa G. & Chiarodit, Daniel & Tieu, Tiffany & Baum, Julie, 2022. "Using core values and social influence to increase mask-wearing in non-compliant college students," Social Science & Medicine, Elsevier, vol. 314(C).

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