Resistance against preventive measures during the COVID-19 pandemic: causes and strategies for minimization

Abstract

Background: During the coronavirus disease 2019 (COVID-19) pandemic, resistance against demonstrably effective preventive measures were frequently observed. Such “reactance,” characterized by anger and negative cognitions, is experienced (according to psychological reactance theory) when a threat to subjectively important freedoms or attempts to change attitudes or behaviors is perceived. Objectives: This paper discusses the role of defensive processes in the context of the COVID-19 pandemic from the perspective of an evidence-based and defense-sensitive risk and crisis communication. Triggers and influencing factors of defensive processes are discussed, as well as techniques for minimizing these unwanted reactions. Results: Defensive reactions should always be anticipated, at least to some extent, but can be reduced through a defense-sensitive communication design. This includes a professional presentation, a respectful and stigma-sensitive approach, positive and efficacy-bolstering information, and by avoiding emotionally overwhelming information such as strong negative emotional appeals or strong loss framings. Conclusion: Communicators should be aware that defensive reactions can be triggered as well as minimized through certain features of risk communication. A consistent, clear, and tailored communication approach is needed to reduce uncertainties, defensiveness, and irritation.