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It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives

The COVID-19 pandemic is far from over, in part due to poor adoption of public health mitigation measures in the U.S. and the continued spread of the Delta and Omicron variants. Current public health messaging used in the U.S. could be improved to better combat mistrust about COVID-19 and its mitiga...

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Detalles Bibliográficos
Autores principales: Mermin-Bunnell, Kellen, Ahn, Woo-kyoung
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9098091/
https://www.ncbi.nlm.nih.gov/pubmed/35551525
http://dx.doi.org/10.1371/journal.pone.0267735
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author Mermin-Bunnell, Kellen
Ahn, Woo-kyoung
author_facet Mermin-Bunnell, Kellen
Ahn, Woo-kyoung
author_sort Mermin-Bunnell, Kellen
collection PubMed
description The COVID-19 pandemic is far from over, in part due to poor adoption of public health mitigation measures in the U.S. and the continued spread of the Delta and Omicron variants. Current public health messaging used in the U.S. could be improved to better combat mistrust about COVID-19 and its mitigation measures, especially vaccines. We propose that a disgust-inducing public health campaign will be more effective than current approaches, primarily among conservatives, who are both sensitive to moralized disgust and are less compliant with U.S. public health guidelines. Using a convenience sample across two studies (n = 1610), we found that presenting disgusting images related to the COVID-19 pandemic increased public health compliance more among conservatives than among liberals. Among unvaccinated conservative participants, disgusting images significantly increased willingness to be vaccinated compared to less disgusting images of COVID-19 or perks offered for COVID-19 vaccines. Using disgusting images for public health messaging has the potential to improve compliance among conservatives and accelerate the end of the COVID-19 pandemic in the U.S.
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spelling pubmed-90980912022-05-13 It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives Mermin-Bunnell, Kellen Ahn, Woo-kyoung PLoS One Research Article The COVID-19 pandemic is far from over, in part due to poor adoption of public health mitigation measures in the U.S. and the continued spread of the Delta and Omicron variants. Current public health messaging used in the U.S. could be improved to better combat mistrust about COVID-19 and its mitigation measures, especially vaccines. We propose that a disgust-inducing public health campaign will be more effective than current approaches, primarily among conservatives, who are both sensitive to moralized disgust and are less compliant with U.S. public health guidelines. Using a convenience sample across two studies (n = 1610), we found that presenting disgusting images related to the COVID-19 pandemic increased public health compliance more among conservatives than among liberals. Among unvaccinated conservative participants, disgusting images significantly increased willingness to be vaccinated compared to less disgusting images of COVID-19 or perks offered for COVID-19 vaccines. Using disgusting images for public health messaging has the potential to improve compliance among conservatives and accelerate the end of the COVID-19 pandemic in the U.S. Public Library of Science 2022-05-12 /pmc/articles/PMC9098091/ /pubmed/35551525 http://dx.doi.org/10.1371/journal.pone.0267735 Text en © 2022 Mermin-Bunnell, Ahn https://creativecommons.org/licenses/by/4.0/This is an open access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Mermin-Bunnell, Kellen
Ahn, Woo-kyoung
It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives
title It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives
title_full It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives
title_fullStr It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives
title_full_unstemmed It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives
title_short It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives
title_sort it’s time to be disgusting about covid-19: effect of disgust priming on covid-19 public health compliance among liberals and conservatives
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9098091/
https://www.ncbi.nlm.nih.gov/pubmed/35551525
http://dx.doi.org/10.1371/journal.pone.0267735
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