The influence of gain-loss framing and its interaction with political ideology on social distancing and mask wearing compliance during the COVID-19 pandemic

• Published in: Current psychology (New Brunswick, N.J.) Vol. 42; no. 10; pp. 8028 - 8038
• Main Authors: Steffen, Jordan, Cheng, Jiuqing
• Format: Journal Article
• Language: English
• Published: New York Springer US 01.04.2023; Springer; Springer Nature B.V
• Subjects: Behavioral Science and Psychology; Control; Coronaviruses; COVID-19; Epidemics; Ideology; Pandemics; Political aspects; Psychology; Social distancing; Social Sciences; United States; United States; United States > US; COVID-19; Mask wearing; Subjective numeracy; Social distancing; Political ideology; Framing effect; Risk attitude
• ISSN: 1046-1310; 1936-4733
• DOI: 10.1007/s12144-021-02148-x

The COVID-19 pandemic has caused millions of cases and over half a million deaths in the United States. While health experts urge citizens to adopt preventative measures such as social distancing and wearing a mask, these recommended behaviors are not always followed by the public. To find a way to promote preventative measures, the present study examined the role of gain-loss framing of COVID-19 related messages on social distancing and mask wearing compliance. Moreover, the study also tested potential moderating effects on framing with three individual characteristics: political ideology, subjective numeracy, and risk attitude. A sample of 375 U.S. adult residents were recruited from Amazon Mechanical Turk. Each participant read either a gain or loss-framed message related to practicing protective behaviors during the COVID-19 pandemic. Participants also completed scales of preventative behaviors, risk attitude, subjective numeracy, political ideology, and other demographic variables. It was found that those who were more liberal, risk-averse and had greater subjective numeracy were more likely to wear a mask and/or follow social distancing. Furthermore, in the presence of demographic and psychological factors, the study found participants in the loss-framed condition than in the gain-framed condition were more likely to adopt both preventative measures, supporting the notion of loss aversion. Additionally, the framing effect was also moderated by political ideology on mask-wearing, with the effect being stronger in liberals than in conservatives. Collectively, the study implies message framing may be a useful means to promote preventative measures in the current pandemic.