Resistance to masks during the COVID-19 pandemic : How user comments and presumed influence on others drive psychological reactance to health campaigns

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review

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Detail(s)

Original languageEnglish
Publication statusPublished - 5 Jun 2021

Conference

TitleThe 12th Graduate Student Annual Conference, The Chinese Journalism and Communication Consortium
LocationOnline
PlaceTaiwan
City新北市
Period5 June 2021

Abstract

Campaigns for mask-wearing became widespread on social media during the COVID-19 outbreak and have garnered varied responses in the form of comments. The present study conducts a 2 (comment slant: pro-mask wearing vs. anti-mask wearing) × 2 (comment tone: civil vs. uncivil) between-subjects experiment to investigate whether and how the slant and tone of comments accompanying a health campaign messaging affect people’s resistance toward the campaign. Results show anti-mask wearing comments or uncivil comments lead individuals to perceive a mask-promoting post as negatively affecting others’ attitudes toward mask-wearing. Such a perception, in turn, arouses individuals’ psychological reactance toward the post. Additionally, the presumed influence on others and psychological reactance, directly and indirectly, affect people’s attitudes and intention to wear masks.

Research Area(s)

  • online comments, health campaign, incivility, psychological reactance, presumed influence

Bibliographic Note

Information for this record is supplemented by the author(s) concerned.

Citation Format(s)

Resistance to masks during the COVID-19 pandemic : How user comments and presumed influence on others drive psychological reactance to health campaigns. / LU, Fangcao; SUN, Yanqing; OKTAVIANUS, Jeffry.

2021. Paper presented at The 12th Graduate Student Annual Conference, The Chinese Journalism and Communication Consortium , 新北市, Taiwan.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review