Trust in science moderates the effects of high/low threat communication on psychological reactance to COVID-19-related public health messages

Abstract

Background: As illustrated by the COVID-19 pandemic, communicating evidence-based health recommendations represents a tremendous challenge; among some recipients, public health messages can cause anger and negative cognitions, also known as psychological reactance, and consequently lead to negative attitudes and low intentions to perform the promoted behavior. The present study investigated the role of message characteristics (i.e. high vs. low freedom-threat messages), individuals’ trust in science (i.e. high vs. low trust in science), and their interaction in determining responses to public health messages. Methods: We conducted an experimental study, in which participants (N = 228) with high or low trust in science were exposed to high or low freedom-threat messages promoting mask-wearing to reduce the spread of COVID-19 and regular physical activity. Results: We found support for the notion that messages imposing high threat to freedom lead to higher state psychological reactance, and more negative attitudes and behavioral intentions. Moreover, our results showed that trust in science has a main and interaction effect (together with message characteristics) on state reactance, behavioral intentions, and–to a lesser degree–attitudes, in the case of COVID-19, but not physical activity messages. The findings remained the same regardless of controlling for other relevant variables. Conclusions: While our study has some limitations, such as a rather homogeneous sample, a limited number of experimental stimuli, and a relatively artificial experimental environment, it offers some insight into the important role of health communication recipients’ trust in science and provides advice on how to communicate health recommendations to skeptics.