Since the onset of the coronavirus pandemic, scientists and health experts around the world have promoted social distancing and mask-wearing. In the United States, such public health measures have been the subject of political controversy, largely due to the fact that conservative-leaning Americans have been reluctant to embrace them.
A new study from the University of British Columbia Sauder School of Business and Stockholm Business School suggests that a different approach to public messaging could persuade right-leaning Americans to embrace prevention measures.
Published Monday in The Journal of the Association for Consumer Research, the study involved more than 2,300 participants, both Democrats and Republicans.
Authors Aylin Cakanlar, Remi Trudel, and Katherine White established that conservatives tend to focus on self-reliance, while liberals “take more of a community-minded view.” In other words, they found that liberals believe in community-minded actions, while conservatives do not.
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