A Field Study Investigating the Effect of Four Established Message Framing Theories on Mask-Wearing Behavior

Mask-wearing compliance is critical for fighting COVID-19. In a longitudinal field experiment within a large educational organization (n = 4,083), conducted in the midst of the COVID-19 pandemic (August-October 2020), PSAs employing loss aversion increased individual mask-wearing behavior, in contrast to PSAs employing social proof, peer accountability, or implementation plans.


Anastasiya Pocheptsova Ghosh, Kristen Lane, Jennifer Savary, Laura Brandimarte, Jeff Stone, John Taylor, and Ricardo Valerdi (2021) ,"A Field Study Investigating the Effect of Four Established Message Framing Theories on Mask-Wearing Behavior", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 328-329.


Anastasiya Pocheptsova Ghosh, University of Arizona
Kristen Lane, Columbia University
Jennifer Savary, University of Arizona
Laura Brandimarte, University of Arizona
Jeff Stone, University of Arizona
John Taylor, University of Arizona
Ricardo Valerdi, University of Arizona


NA - Advances in Consumer Research Volume 49 | 2021

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