New working paper with @erezyoeli and @DG_Rand!
"Don’t get it or don’t spread it? Comparing self-interested versus prosocially framed COVID-19 prevention messaging"

https://psyarxiv.com/yuq7x 

Abstract">https://psyarxiv.com/yuq7x&quo... below!

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To encourage COVID prevention efforts, should we focus on benefits to individuals (“don’t get it”) or society (“don’t spread it”)?

Appealing to self-interest might work best. But lots of psych research shows that ppl care for others & are motivated not to appear selfish!

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We compared these framings via two online Mturk studies (total n = 2176) measuring intentions to engage in prevention behaviors.

We tested 3 treatments that presented identical info but emphasized (i) personal, (ii) public, or (iii) personal & public benefits of prevention.

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Some caveats upfront! Our paper has not yet been peer reviewed & more work is needed to assess generalizability. We measured *self-reported* behavioral *intentions*, tested just one set of messaging stimuli, and used a convenience Mturk sample...

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...and the COVID pandemic is of course a dynamic situation. What worked best on March 14/16 (when we ran our studies) might be different from what works best now or in the future.

Nonetheless, we are excited to share what we did and found, and welcome feedback!

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Each of our three treatments used a verbal pitch & flier (fliers below -- we varied the line about "getting" vs "spreading", as well as the small text at the bottom).

For more info on how the fliers were designed, check out this thread by @erezyoeli!
https://twitter.com/erezyoeli/status/1238548761669849088

6/8">https://twitter.com/erezyoeli...

All 3 treatments increased prevention intentions relative to a no-info control. Yet Public treatment was more effective than Personal, and no less effective than Public+Personal!

In other words, in our studies, “don’t spread it” was more effective than “don’t get it”.

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Again, more work is absolutely needed to assess generalizability! But our results provide some preliminary evidence that prosocial framing strategies--which many people seem to be using--can be effective.

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