Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19
The right messaging plays an important role in the fight against the spread of COVID-19. The present study aims at uncovering the way people think about governmental measures against COVID-19. Two hundred and sixteen Hungarians participated in this on-line study. A conjoint-based experimental design...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2021-12-01
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| Series: | Heliyon |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2405844021026384 |
| _version_ | 1798035928497782784 |
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| author | Gillie Gabay Attila Gere Orsolya Fehér Nick Bellissimo Howard Moskowitz |
| author_facet | Gillie Gabay Attila Gere Orsolya Fehér Nick Bellissimo Howard Moskowitz |
| author_sort | Gillie Gabay |
| collection | DOAJ |
| description | The right messaging plays an important role in the fight against the spread of COVID-19. The present study aims at uncovering the way people think about governmental measures against COVID-19. Two hundred and sixteen Hungarians participated in this on-line study. A conjoint-based experimental design was used to reveal the power of messages as drivers of voluntary social distancing based on the perceived risk of COVID-19, the ways to practice social distancing and to assure it, and preferences regarding the communicator of the social distancing policy. Results revealed three major mindsets: Pandemic observers, Order-followers, and Health-conscious. Members of each mindset respond differently to messages. To enhance compliance with social distancing and contain the virus, we suggest using the prediction tool we developed to identify the belonging of people or groups in the population to mindsets in the sample and address people using effective mindset-tailored messaging. |
| first_indexed | 2024-04-11T21:05:14Z |
| format | Article |
| id | doaj.art-b22274a09dc1420aa4a0cdf5527288cc |
| institution | Directory Open Access Journal |
| issn | 2405-8440 |
| language | English |
| last_indexed | 2024-04-11T21:05:14Z |
| publishDate | 2021-12-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Heliyon |
| spelling | doaj.art-b22274a09dc1420aa4a0cdf5527288cc2022-12-22T04:03:22ZengElsevierHeliyon2405-84402021-12-01712e08535Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19Gillie Gabay0Attila Gere1Orsolya Fehér2Nick Bellissimo3Howard Moskowitz4Achva Academic College, Multi-Disciplinary Studies, Arugot, 7980400, IsraelInstitute of Food Technology, Hungarian University of Agriculture and Life Sciences, 1118 Budapest, Hungary; Corresponding author.Institute of Agribusiness, Hungarian University of Agriculture and Life Sciences, 2100 Gödöllő, HungarySchool of Nutrition, Ryerson University, 350 Victoria Street, Toronto, CanadaMind Cart AI, White Plains, NY, USAThe right messaging plays an important role in the fight against the spread of COVID-19. The present study aims at uncovering the way people think about governmental measures against COVID-19. Two hundred and sixteen Hungarians participated in this on-line study. A conjoint-based experimental design was used to reveal the power of messages as drivers of voluntary social distancing based on the perceived risk of COVID-19, the ways to practice social distancing and to assure it, and preferences regarding the communicator of the social distancing policy. Results revealed three major mindsets: Pandemic observers, Order-followers, and Health-conscious. Members of each mindset respond differently to messages. To enhance compliance with social distancing and contain the virus, we suggest using the prediction tool we developed to identify the belonging of people or groups in the population to mindsets in the sample and address people using effective mindset-tailored messaging.http://www.sciencedirect.com/science/article/pii/S2405844021026384COVID-19CommunicationConjointMindset-segmentationRegression |
| spellingShingle | Gillie Gabay Attila Gere Orsolya Fehér Nick Bellissimo Howard Moskowitz Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19 Heliyon COVID-19 Communication Conjoint Mindset-segmentation Regression |
| title | Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19 |
| title_full | Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19 |
| title_fullStr | Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19 |
| title_full_unstemmed | Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19 |
| title_short | Rapid discovery of optimal messages for behavioral intervention: the case of Hungary and Covid-19 |
| title_sort | rapid discovery of optimal messages for behavioral intervention the case of hungary and covid 19 |
| topic | COVID-19 Communication Conjoint Mindset-segmentation Regression |
| url | http://www.sciencedirect.com/science/article/pii/S2405844021026384 |
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