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High levels of compliance with public health guidelines are key to mitigating the impact of COVID-19. In this brief, part of a series by #MBRG, @LukasHenselEcon and I discuss how social norms-based messaging strategies can help @Oxford_CSAE https://bit.ly/2ZGDWAR 1/4
We have four key takeaways: i) targeted messages which appeal to, or correct misperceptions of social norms can accompany cash transfers to increase compliance with government advice. 2/4
ii). Messages should include both positive descriptive norms (information on desirable typical behaviour) and prescriptive injunctive norms (social approval for such behaviour). Combining both of these norms can maximise the message's effectiveness. 3/4
iii) Messages should describe reference groups with which the recipient identifies and be context specific. iv) Finally, messages should be targeted at groups that are particularly likely to change their behaviour. 4/4
