Improving Adherence to COVID-19 Prevention Behaviours: Test of Persuasive Messages

The goal of this randomized online experiment was to test the effectiveness of using various persuasive appeals (deontological moral frame, empathy, identifiable victim, goal proximity, and reciprocity) at improving intentions to adhere to prevention behaviors.

Participants indicated their intentions to follow public health guidelines, saw one of six flyers featuring a persuasive appeal or no appeal, then rated their intentions a second time. Known correlates of attitudes toward public health measures were also measured.

Completed

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Key information

Conditions

COVID-19 Coronaviridae Infections Coronavirus Infections Infections Lung Diseases Nidovirales Infections Pneumonia Pneumonia, Viral RNA Virus Infections Respiratory Tract Diseases Respiratory Tract Infections Virus Diseases

Age range

18 year and older

Sex eligibility

All sexes

Study type

Interventional

Phase

Not applicable

Primary location

Lucid Marketplace

Calgary, Alberta, T2N1N4, Canada

About this study

Adherence to non-pharmaceutical interventions (NPIs) for COVID-19, including physical distancing, masking, staying home while sick, and avoiding crowded indoor spaces remain critical for limiting the spread of COVID-19.

This study tests the effectiveness of using various persuasive appeals (deontological moral frame, empathy, identifiable victim, goal proximity, and reciprocity) at improving intentions to adhere to prevention behaviors.

A randomized online experiment using a representative sample of adult Canadian residents with respect to age, ethnicity, and province of residence was conducted between March 3-6, 2021. Participants indicated their intentions to follow public health guidelines, saw one of six flyers featuring a persuasive appeal or no appeal, then rated their intentions a second time. Known correlates of attitudes toward public health measures were also measured.

Who can participate

Healthy volunteers accepted: Yes

Only the study team can determine whether someone qualifies for participation.

Inclusion criteria

Adult Canadian residents
Target quotas for province of residence, age, gender, and ethnicity were set to obtain a demographically representative sample based on the 2016 census data

Exclusion criteria

Province of residence, age, gender, and ethnicity once quotas are filled

Treatment and study plan

Persuasive Appeal

Behavioral

Persuasive appeals were manipulated using promotional flyers ostensibly distributed by the Public Health Agency of Canada.

Primary outcomes

Change in intentions to engage in prevention behaviours

Time frame: Same day

Index variables for intentions to engage in prevention behaviors (pre- and post-treatment) were created by averaging across six items (1. Limit my physical contact with others when possible, 2. Completely avoid any unnecessary physical contact with others [e.g., hugging or handshakes], 3. Avoid crowded indoor spaces, 4. Wear a mask when I leave the house, 5. Wash my hands as much as possible, and 6. Stay home when mildly sick) measured on 100-point sliding scales (0 = Strongly disagree, 50 = Neither agree nor disagree, 100 = Strongly agree).

Sponsors and collaborators

Lead sponsor

University of Calgary

Other

Registry information

Important dates

Study start: 2021
Primary completion: 2021
Study completion: 2021
First posted: Feb 10, 2023
Registry last updated: Feb 10, 2023

OpenTrials presents study information sourced from ClinicalTrials.gov. The official registry record should be consulted for the latest information.

View the official ClinicalTrials.gov record (opens in a new tab)

This listing is for discovery and informational purposes only. It is not medical advice, does not guarantee that a study is recruiting, and does not determine eligibility. Contact the study team and a qualified healthcare professional when considering participation.

Published trials that share one or more normalized conditions with this study.

Completed