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.