Social Distancing & Mask-Wearing in Response to Covid-19: How Conflicting Physical and Social Threats Compete to Influence Behavior
Mask-wearing and social distancing can mitigate the physical threat of COVID-19 but at a social cost (e.g., social judgment). We investigate how people make this tradeoff across two experiments. Our findings have important theoretical implications for classic models of protective behavior and substantive implications for health-related marketing communications.
Julie Schiro and Lauren Min (2021) ,"Social Distancing & Mask-Wearing in Response to Covid-19: How Conflicting Physical and Social Threats Compete to Influence 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: 926-926.
Julie Schiro, University College Dublin
Lauren Min, University of Kansas
NA - Advances in Consumer Research Volume 49 | 2021
Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning
Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA
The Victory Effect: Is First-Place Seeking Stronger than Last-Place Aversion?
David Hardisty, University of British Columbia, Canada
Steven Shechter, University of British Columbia, Canada
The Identifiable Donor Effect
Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China