Behavioral extremity moderates the association between certainty in attitudes about COVID and willingness to engage in mitigation-related behaviors

People generally intend to act more on beliefs and attitudes about which they have greater certainty. However, we introduce a boundary condition to the positive association between certainty and behavioral intentions-behavioral extremity. Uncertainty about a threatening issue like COVID-19 can be disconcerting, and we propose that uncertain people cope in part through increased openness to extreme actions like accepting risky medical treatments and aggression toward those defying mitigation policies. Testing this, we compiled and analyzed all the data on certainty about COVID-19 mitigation policies and willingness to engage in mitigation-related behaviors that our lab collected during the pandemic (6 samples, 20 behaviors, Ns up to 1496). External ratings of the behaviors' extremity moderated certainty-willingness associations: whereas greater certainty was associated with increased willingness to engage in moderate behaviors (the typical result), lower certainty was associated with increased willingness to engage in extreme behaviors, especially among those worried about becoming ill.

Persuasion amidst a pandemic: Insights from the Elaboration Likelihood Model

COVID-19 mitigation strategies have largely relied on persuading populations to adopt behavioural changes, so it is critical to understand how such persuasive efforts can be made more effective. The Elaboration Likelihood Model (ELM) of persuasion allows for the integration of a variety of seemingly disparate effects into one overarching framework. This allows for prediction of which effects are more likely to lead to subsequent behaviour change than others and for generation of novel predictions. We review several recent investigations into persuasive effects of variables related to the source of a persuasive message, features of the message itself, the recipient, and interactive effects between variables across these categories. Each investigation is situated within the ELM framework, and future directions derived from the ELM perspective are discussed. Finally, the implications of each piece of research for COVID-19 persuasive messaging are unpacked and evidence-based recommendations are made.