Physical risk messaging enhances favorable attitudes toward mask wearing

• Published date: 01 December 2021
• Author: Marie A. Yeh,Ann M. Mirabito,Stacey R. Finkelstein
• Date: 01 December 2021
• DOI: http://doi.org/10.1111/joca.12402

PRACTICAL APPLICATION

Physical risk messaging enhances favorable

attitudes toward mask wearing

Marie A. Yeh

1

| Ann M. Mirabito

2

| Stacey R. Finkelstein

3

1

Department of Marketing, Loyola

University Maryland, Baltimore,

Maryland, USA

2

Department of Marketing, Baylor

University, Waco, Texas, USA

3

Department of Marketing, Stony Brook

University College of Business, Stony

Brook, New York, USA

Correspondence

Marie A. Yeh, Department of Marketing,

Loyola University Maryland, 4501

N. Charles Street, Baltimore,

MD 21210. USA.

Email: mayeh@loyola.edu

Abstract

While masks slow the transmission of COVID-19, many

resist wearing them. Extant public service messaging

focuses on creating social norms around mask wearing.

Drawing on protection motivation theory, we conduct a

copy test to determine whether focusing on the physical

risks or focusing on the social risks of contracting COVID-

19 is more persuasive in motivating mask wearing. We find

that physical risk messaging is more persuasive than social

risk messaging and find that the effect is partially mediated

by fear of COVID-19. The mediation is moderated by germ

aversion. Specifically, we find people who are high in germ

aversion respond to both physical and social risk messag-

ing. However, people low in germ aversion respond only to

physical risk messaging—and these are the people who are

less likely to wear masks. Our findings offer public health

agencies a fresh approach for encouraging those who are

resistant to mask wearing to wear a mask.

KEYWORDS

COVID-19, fear appeal, mask wearing, pandemic, physical risk,

protection motivation theory, social risk

1|INTRODUCTION

Research has demonstrated mask wearing is an effective tool in slowing and stopping the

spread of respiratory illnesses such as COVID-19 particularly because of asymptomatic spread

All authors contributed equally to this article.

Received: 3 February 2021 Revised: 6 July 2021 Accepted: 16 July 2021

DOI: 10.1111/joca.12402

Copyright 2021 by The American Council on Consumer Interests

1682 J Consum Aff. 2021;55:1682–1690.wileyonlinelibrary.com/journal/joca