Harnessing the Power of Words to Address the COVID-19 Crisis

• Author: Katherine Farrow,Gilles Grolleau,Naoufel Mzoughi
• DOI: http://doi.org/10.1177/00953997221133498
• Published date: 01 February 2023
• Date: 01 February 2023

https://doi.org/10.1177/00953997221133498

Administration & Society

2023, Vol. 55(2) 294 –307

© The Author(s) 2022

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DOI: 10.1177/00953997221133498

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Perspectives

Harnessing the Power of

Words to Address the

COVID-19 Crisis

Katherine Farrow1, Gilles Grolleau2,3,

and Naoufel Mzoughi4

Abstract

Behavioral public administration theory suggests that seemingly irrelevant

word choice manipulations can influence behavior. We contend that the

power of words has frequently been overlooked in the COVID-19 crisis.

Given that most decisions mobilize System 1 cognition, words can be an

important tool in pursuing socially-desirable outcomes. Beyond their

substantive content, words choice matters because language operates largely

via automatic processes. Based on findings from this literature, words can be

harnessed to induce behavioral change aligned with public health objectives.

We elucidate several mechanisms through which these effects are likely to

occur and suggests concrete applications to the COVID-19 crisis.

Keywords

behavior, COVID-19, frames, words

In addressing the COVID-19 crisis, all types of policy tools should be

explored. The most critical measures on the frontline are medical, that is,

monitoring, treatment, and vaccine administration. However, citizens can

1EconomiX, University of Paris Nanterre, France

2ESSCA School of Management, Lyon, France

3CEE-M, Univ. Montpellier, CNRS, INRAE, Institut Agro, France

4INRAE, ECODEVELOPPEMENT, Avignon, France

Corresponding Author:

Naoufel Mzoughi, INRAE, ECODEVELOPPEMENT, CS 40509, Avignon 84914, France.

Email: naoufel.mzoughi@inrae.fr

1133498AAS0010.1177/00953997221133498Administration & SocietyFarrow et al.

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