The efficacy of health experts’ communication in inducing support for COVID-19 measures and effect on trustworthiness: A survey in Hong Kong

To control the spread of COVID-19, governments may implement freedoms-infringing health measures. Therefore, citizens' support for these measures is important. This study investigates: (1) whether health experts' communication induces support for COVID-19 measures, and (2) whether health experts' agreeing or disagreeing with government directives affects their trustworthiness. A cross-sectional online questionnaire was completed by 1072 adults in the Hong Kong general population between May 26 and June 3, 2021. Three COVID-19 measures were examined: contact-tracing mobile application, restriction-testing, and ban of public assembly. For each, participants were randomly assigned to three groups to view, respectively: vignettes with a neutral government announcement only; vignettes with a government announcement and a health expert's quote supporting the government's decision; and vignettes with a government announcement and a health expert's quote disagreeing with the government's decision. The result shows that positive health experts' communication increased the support for banning public assembly; no effects were found for the support for contact-tracing mobile applications and restriction testing. Participants who only viewed health experts disagreeing with the government had higher trust in health experts relative to participants who viewed health experts agreeing with the government at least once. The results render doubtful the strategy that health experts can be involved for garnering support for unpopular health measures without jeopardizing public trust in them.