Effects of Threatening Government Communication about COVID-19 on Health Protection Measures

Abstract

The COVID-19 pandemic is one of the biggest crises of the 21st century. This paper investigates the role of reactance-based perceptions of threatening government communication on (1) attitudinal outcomes regarding acceptance of the COVID-19 health protection measures and (2) behavioral outcomes regarding adherence to the COVID-19 measures. From a theoretical perspective, reactance theory suggests that subjectively detecting (a) one-sidedness, (b) fear appeals, (c) discreditation, and (d) overload in government communication might lead to less acceptance and adherence of the health protective measures. Using an Austrian two-wave panel survey (N = 911) collected in August and October 2020, the hereby proposed main effects were supported by applying a Structural Equation Model (SEM). This emphasizes the importance of sensitive government health communication in order to avoid reactant attitudes and behavior, since acceptance and adherence to the COVID-19 measures help combat this pandemic and can possibly decrease fatality rates. Further implications are discussed.