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Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19

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  • Do The Khoa
  • Chen-Ya Wang
  • Priyanko Guchait

Abstract

Although physical distancing is the key to reducing the risk of virus infection, the commonly used signs to spur physical distancing in services seem ineffective as many customers still refrain from practicing physical distancing. This research therefore suggests using regulatory focus (prevention vs. promotion) to improve the persuasiveness of these appeals. Study 1 creates and validates one multiple-item scale for measuring physical distancing in services, which is then adopted in two subsequent scenario-based experiments. Study 2 proves the superior effect of prevention-focused message to both promotion-focused message and conventional message in encouraging physical distancing compliance, which is explained by perceived fear as the underlying psychological mechanism. Study 3 further unveils the boundary condition of anthropomorphism in strengthening this superiority (i.e. Mr. Deadly COVID-19, scary face). Given a great deal of uncertain future caused by this epidemic, this research provides relevant implications for fostering the engagement in physical distancing in services.

Suggested Citation

  • Do The Khoa & Chen-Ya Wang & Priyanko Guchait, 2021. "Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19," The Service Industries Journal, Taylor & Francis Journals, vol. 41(1-2), pages 32-57, January.
    • Handle: RePEc:taf:servic:v:41:y:2021:i:1-2:p:32-57
    DOI: 10.1080/02642069.2020.1831477
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    Cited by:

    1. Min-Kyu Kwak & JeungSun Lee & Seong-Soo Cha, 2021. "Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    2. Sit, Kokho Jason & Ballantyne, Erica E.F. & Gorst, Jonathan, 2022. "Profiling shoppers’ coping behaviours during a pandemic crisis: A regulatory focus perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Epton, Tracy & Ghio, Daniela & Ballard, Lisa M. & Allen, Sarah F. & Kassianos, Angelos P. & Hewitt, Rachael & Swainston, Katherine & Fynn, Wendy Irene & Rowland, Vickie & Westbrook, Juliette & Jenkins, 2022. "Interventions to promote physical distancing behaviour during infectious disease pandemics or epidemics: A systematic review," Social Science & Medicine, Elsevier, vol. 303(C).
    4. Sookhwa Jung & Jaewoo Lee, 2022. "Current and future influences of COVID-19 on the knowledge management function of conventions and exhibitions," Service Business, Springer;Pan-Pacific Business Association, vol. 16(2), pages 391-410, June.
    5. Akhtar, Naeem & Ittefaq, Huma & Siddiqi, Umar Iqbal & Islam, Tahir & Hameed, Zahid & Kuzior, Aleksandra, 2024. "Zero-COVID and retail: Using multi-wave data to examine the role of perceived risk and psychological factors in shopping abandonment," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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