COVID-19 protective model: the role of threat perceptions and informational cues in influencing behavior

The Coronavirus Disease 2019 (COVID-19) has affected 55 million people and caused more than 1,333,742 deaths globally in eight months since its first outbreak. People are increasingly engaging with information using interpersonal communication, traditional and social media to understand the novel virus. The deluge of information can be detrimental in containing this illness that primarily depends on human behavior for transmission. In this environment, health communication theories can provide an insight into the decision-making process of adopting prevention behaviors recommended by public health authorities. We propose that information cues will influence protective behaviors indirectly mediated by perceived susceptibility and perceived severity of COVID-19 threat. In early April 2020, a cross-sectional survey was conducted among a convenience sample among 1,545 people across the United States. Results showed that informational cues influence the behavior of staying at home and maintaining social distancing mediated by perceived susceptibility and perceived severity. Use of social media was shown to have a negative influence on perceived susceptibility and social distancing, suggesting the confounding role of misinformation in influencing people’s perception of threat from COVID-19, and their compliance to heath recommendations. Theoretical and practical implications are further discussed.