Hope Messages Influence Health Behavior Intentions More Than Fear Messages: An Experimental Study During COVID-19

Background: Fear tactics were used in the pandemic of Coronavirus Disease 2019.

Purpose: We tested how messaging style, fear vs. hope, and differences in age and political affiliation related to intentions to engage in preventive behaviors during Coronavirus Disease 2019.

Methods: Participants (N = 606) aged 18 to 94 were randomly assigned to receive health messages that emphasized the dangers of the virus (fear messages) or the ability of health behaviors to mitigate the impact of the virus (hope messages). The primary outcome was health behavior intentions.

Discussion: Hope messaging rather than fear messaging promoted health behavior intentions with no moderation by age or political affiliation. Older and Democratic-identified adults had higher health behavior intentions. Health behaviors were mediated by death anxiety and perceived credibility of the messages.

Conclusion: Tailored hope messaging may improve health behaviors by increasing the credibility of messages.