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"Keep your distance for me": A field experiment on empathy prompts to promote distancing during the COVID-19 pandemic.

ABSTRACT: The outbreak of COVID-19 has turned out to be a major challenge to societies all over the globe. Curbing the pandemic requires rapid and extensive behavioural change to limit social interaction, including physical distancing. In this study, we tested the notion that inducing empathy for people vulnerable to the virus may result in actual distancing behaviour beyond the mere motivation to do so. In a large field experiment with a sequential case-control design, we found that (a) empathy prompts may increase distancing as assessed by camera recordings and (b) effectiveness of prompts depends on the dynamics of the pandemic and associated public health policies. In sum, the present study demonstrates the potential of empathy-generating interventions to promote pro-social behaviour and emphasizes the necessity of field experiments to assess the role of context before advising policy makers to implement measures derived from behavioural science. Please refer to Supplementary Material to find this article's Community and Social Impact Statement.

SUBMITTER: de Ridder D

PROVIDER: S-EPMC9015613 | biostudies-literature | 2021 Dec

REPOSITORIES: biostudies-literature

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"Keep your distance for me": A field experiment on empathy prompts to promote distancing during the COVID-19 pandemic.

de Ridder Denise D Aarts Henk H Benjamins Jeroen J Glebbeek Marie-Louise ML Leplaa Hidde H Leseman Paul P Potgieter Renske R Tummers Lars L Zondervan-Zwijnenburg Mariëlle M

Journal of community & applied social psychology 20211207 4

The outbreak of COVID-19 has turned out to be a major challenge to societies all over the globe. Curbing the pandemic requires rapid and extensive behavioural change to limit social interaction, including physical distancing. In this study, we tested the notion that inducing empathy for people vulnerable to the virus may result in actual distancing behaviour beyond the mere motivation to do so. In a large field experiment with a sequential case-control design, we found that (a) empathy prompts m ...[more]

PMID: 35463459

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Project description:Emotion regulation is an indispensable part of mental health and adaptive behavior. Research into emotion regulation processes has largely focused on the concurrent effects of volitional emotion regulation. However, there is scarce evidence considering post-regulatory effects with regard to neural mechanisms and emotional experiences. Therefore, we compared concurrent effects of cognitive emotion regulation with effects at different (immediate, short- and long-term) time intervals. In an fMRI study with N = 46 (N = 30 at re-exposure) young healthy adults, we compared neuronal responses to negative and neutral pictures while participants had to distance themselves from or to actively permit emotions in response to these pictures. We investigated the temporal dynamics of activation changes related to regulation in cognitive control brain networks as well as in the amygdala during stimulation (concurrent effects, timepoint 1) and post-stimulation (immediate, timepoint 2), as well as during re-exposure with the same pictures after short (10 minutes, timepoint 3) and long (1 week, timepoint 4) time intervals. At timepoint 1, negative pictures (versus neutral pictures) elicited a strong response in regions of affective processing, including the amygdala. Distancing (as compared to permit) led to a decrease of this response, and to an increase of activation in the right middle frontal and inferior parietal cortex. We observed an interaction effect of time (stimulation vs. post-stimulation) and regulation (distance vs. permit), indicating a partial reversal of regulation effects during the post-stimulation phase (timepoint 2). Similarly, after 10 minutes (timepoint 3) and after 1 week (timepoint 4), activation in the amygdala was higher during pictures that participants were previously instructed to distance from as compared to permit. These results show that the temporal dynamics are highly variable both within experimental trials and across brain regions. This can even take the form of paradoxical aftereffects at immediate and persistent effects at prolonged time scales.

Project description:BackgroundDuring the COVID-19 pandemic, many humorous videos on how to practice social distancing appeared on social media. However, the effect of using humor as a crisis communication strategy to persuade people to conform to social distancing rules is not known.ObjectiveDrawing on the literature on humorous message framing and crisis communication, this research explores the effectiveness of a humorous message in communicating social distancing rules in two crisis severity phases (low vs. high severity) and also evaluates how humor affects individuals' online and offline engagement intentions during the COVID-19 pandemic.MethodsA 2 (message framing: humorous vs. non-humorous) x 2 (crisis severity phase: low vs. high) between-subjects design experiment was conducted to test the research questions during the first weeks of the COVID-19 pandemic in China from January 30 to February 2, 2020.ResultsThe results showed that the severity of the phase of a health crisis can significantly affect stakeholders' online and offline responses toward the disease. More specifically, in a low severity phase, humor led to increased source likability for the message, and more online and offline engagement intentions. However, no differences between a humorous and non-humorous message in perceived risk were observed. Whereas, in a high severity crisis phase, humor reduced individuals' offline engagement intentions and a decrease in perceived risk, no significant difference was found between a humorous and non-humorous message on source likeability.ConclusionHumor can motivate both more online engagement and offline protective action intention when the crisis severity phase is low, while when crisis severity soars, a non-humorous message should be more desirable. More specifically, using humor in communicating information about an infectious disease can enhance the spokesperson's likeability in a low severity phase, and also helps to spread health information to a larger audience. While, the negative side of using humor in communicating an infectious disease appears in severe crisis phases, as it then decreased the public's perception of risk, and triggers less protective actions. Going beyond previous research, this study recognized that crisis severity changes in different phases of the spread of infectious disease, thereby providing actionable strategy selections for crisis practitioners in a dynamic communication environment.

Dataset Information

"Keep your distance for me": A field experiment on empathy prompts to promote distancing during the COVID-19 pandemic.

Publications

"Keep your distance for me": A field experiment on empathy prompts to promote distancing during the COVID-19 pandemic.

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