A global experiment on motivating social distancing during the COVID-19 pandemic. Une expérience mondiale sur la motivation à la distanciation sociale pendant la pandémie de COVID-19

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A global experiment on motivating social distancing during the COVID-19 pandemic. Une expérience mondiale sur la motivation à la distanciation sociale pendant la pandémie de COVID-19

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Edité par CCSD ; National Academy of Sciences -

International audience. Finding communication strategies that effectively motivate social distancing continues to be a global public health priority during the COVID-19 pandemic. This cross-country, preregistered experiment ( n = 25,718 from 89 countries) tested hypotheses concerning generalizable positive and negative outcomes of social distancing messages that promoted personal agency and reflective choices (i.e., an autonomy-supportive message) or were restrictive and shaming (i.e., a controlling message) compared with no message at all. Results partially supported experimental hypotheses in that the controlling message increased controlled motivation (a poorly internalized form of motivation relying on shame, guilt, and fear of social consequences) relative to no message. On the other hand, the autonomy-supportive message lowered feelings of defiance compared with the controlling message, but the controlling message did not differ from receiving no message at all. Unexpectedly, messages did not influence autonomous motivation (a highly internalized form of motivation relying on one’s core values) or behavioral intentions. Results supported hypothesized associations between people’s existing autonomous and controlled motivations and self-reported behavioral intentions to engage in social distancing. Controlled motivation was associated with more defiance and less long-term behavioral intention to engage in social distancing, whereas autonomous motivation was associated with less defiance and more short- and long-term intentions to social distance. Overall, this work highlights the potential harm of using shaming and pressuring language in public health communication, with implications for the current and future global health challenges. . La recherche de stratégies de communication efficaces pour encourager la distanciation sociale reste une priorité de santé publique mondiale pendant la pandémie de COVID-19. Cette expérience, menée dans 89 pays (n = 25 718), a testé l'impact de messages favorisant l'autonomie et la réflexion (message soutenant l’autonomie) par rapport à des messages restrictifs et culpabilisants (message de contrôle), en comparaison avec l’absence de message.Les résultats ont montré que le message de contrôle augmentait la motivation contrôlée (basée sur la honte et la peur des conséquences sociales), tandis que le message soutenant l’autonomie réduisait la défiance par rapport au message de contrôle, sans effet significatif par rapport à l'absence de message. De façon inattendue, les messages n’ont pas influencé la motivation autonome ni les intentions comportementales.Les motivations existantes des participants étaient liées à leurs intentions de distanciation sociale : la motivation contrôlée augmentait la défiance et réduisait les intentions à long terme, tandis que la motivation autonome favorisait des intentions de distanciation sociale à court et long terme. Ce travail souligne les risques d’utiliser un langage culpabilisant dans la communication en santé publique, avec des implications pour les défis mondiaux de santé.

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