Encouraging Pro-Social Behaviours Through Feelings of Responsibility: Investigating factors influential to the behaviour of low-risk individuals during the COVID-19 response in Ireland
(2021) VBRM15 20211Division of Risk Management and Societal Safety
- Abstract
- This research examined the experiences of 12 low-risk individuals to identify factors influential to their behaviours during the COVID-19 pandemic in Ireland. The method used a semi-structured format of interviews conducted over June 2021. The study found that participants held a subscription like mentality towards adopted protective behaviours which focused on the protection of loved ones. Behaviours were driven by a strong ascription of responsibility which was empowered by considerations for subjective and social norms. COVID-19 messaging was recognised as an influential factor in developing such pro-social values empowering healthy behaviours and for increasing risk awareness through risk coverage and framing. Yet, factors such as the... (More)
- This research examined the experiences of 12 low-risk individuals to identify factors influential to their behaviours during the COVID-19 pandemic in Ireland. The method used a semi-structured format of interviews conducted over June 2021. The study found that participants held a subscription like mentality towards adopted protective behaviours which focused on the protection of loved ones. Behaviours were driven by a strong ascription of responsibility which was empowered by considerations for subjective and social norms. COVID-19 messaging was recognised as an influential factor in developing such pro-social values empowering healthy behaviours and for increasing risk awareness through risk coverage and framing. Yet, factors such as the repetitive format of messaging from the HSE COVID-19 Campaign and poor public engagement reduced confidence leading some participants to grow dissatisfied with the response. While less compliant with restrictions participant still maintained their protective behaviours encouraged by strong feelings of responsibility towards others indicating a strong subscription mentality. This study highlights the importance of responsibility and normative beliefs in motivating the adoption of healthy behaviours among low-risk groups. Yet, also reiterates the importance of maintaining positive and engaged communication with the public to maintain compliance and risk reductive behavioural practices. (Less)
- Popular Abstract
- What makes you invested in a behaviour and what influences your decision to change or not to to change? Changing behaviours is difficult, especially if change is perceived needless. Our choice in how to act is subjective as is our perception of risk. Humans are consumers and healthy behaviours should be marketed to reflect more on the factors which influence our choices as consumers.
This research sought to identify factors influential to the behaviour of low-risk individuals during the COVID-19 pandemic in Ireland and how such factors can support future risk reduction. Low-risk individuals were not under a great deal of risk yet, much of their normalities changed due to imposed restrictions. What factors influenced their attitudes and... (More) - What makes you invested in a behaviour and what influences your decision to change or not to to change? Changing behaviours is difficult, especially if change is perceived needless. Our choice in how to act is subjective as is our perception of risk. Humans are consumers and healthy behaviours should be marketed to reflect more on the factors which influence our choices as consumers.
This research sought to identify factors influential to the behaviour of low-risk individuals during the COVID-19 pandemic in Ireland and how such factors can support future risk reduction. Low-risk individuals were not under a great deal of risk yet, much of their normalities changed due to imposed restrictions. What factors influenced their attitudes and choice in behaviours?
This research found that strong feelings of responsibility towards the protection of vulnerable loved ones encouraged the adoption of pro-active attitudes and pro-social behaviours among participants. When thinking about what we can do to reduce risk, we often reflect on how those actions benefit ourselves. This research found that as individual’s risk perceptions changed so too did their attitudes towards risk reductive behaviours. Participants felt a strong ascription of responsibility to protect vulnerable others which built strong a strong they pro-social mentality to maintain the safety of others as well as themselves. This altruistic nature to participants attitudes and behaviours identifies a core factor in developing and maintain risk reductive behaviours during this response and is factor that can be used to influence future campaigns.
What built this feeling of responsibility in low-risk individuals and was it a personal decision or one influenced by external factors?
Responsibility was a powerful motivator in driving behaviours to protect loved ones yet, the role of media in activating such strong values was a central influence towards changing individual’s initial risk perception and attitudes. Another important outcome from the media was its support in developing common social beliefs as individuals chose to act in line with what those around them were doing. In this research subjective beliefs and social norms were important factors in maintaining pro-social behaviours particularly during stages of limited confidence and compliance in the national COVID-19 response. Individuals discussed how they wanted to maintain their public appearance and not be recognised by others as non-compliant or putting others at risk. Such beliefs emphasise the strength of influence self-conscious emotions and desires of belonging have in our choices and attitudes as consumers.
Engaging society and responding to public opinion was also a key factor in maintaining compliance. This was recognised in participants preference for platforms which encouraged public engagement which were highly beneficial to informing and dispelling public insecurities about the risk itself. Engagement was found to support feelings of investment in the response as they are not resigned to the periphery but rather included in discussions and kept up to date on developments of the risk and response. Simply referencing the level of danger and communicating that broadly across society is not an engaging effective method of influencing attitudes and perceptions for positive risk reductive behaviours. The importance of maintaining engagement and continuing to respond to public opinion was found to be central in supporting early stages of the response and promoting unity among communities felt by participants. The study was conducted using semi structured interviews with a focus on engagement in the design of the study and collection of data from participants. The discussion format of interviews was comfortable and non-judgmental, allowing participants to discuss their experiences openly providing greater depth to the data for analysis.
The findings overall underline the value of responsibility and how it encourages the adoption of new behaviours. The role communication plays in activating such feelings is very important however communication must engage the public and be responsive to public feeling. Risks are subjective and so too are the choices individuals take in how to behave. These subjective feelings can vary and so it is important that new behaviours be built on strong values. Findings from this research provide a greater understanding of the factors that motivate investment in such behaviours as risks today require global co-operation and to tackle them requires all individuals to invest in lasting behavioural change. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9066597
- author
- Leneghan, Caolán LU
- supervisor
- organization
- course
- VBRM15 20211
- year
- 2021
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Human Behaviour, Risk Communication, COVID-19, Public Health, Risk Response, Social Heuristics
- language
- English
- id
- 9066597
- date added to LUP
- 2021-10-08 11:20:36
- date last changed
- 2021-10-08 11:20:36
@misc{9066597,
abstract = {{This research examined the experiences of 12 low-risk individuals to identify factors influential to their behaviours during the COVID-19 pandemic in Ireland. The method used a semi-structured format of interviews conducted over June 2021. The study found that participants held a subscription like mentality towards adopted protective behaviours which focused on the protection of loved ones. Behaviours were driven by a strong ascription of responsibility which was empowered by considerations for subjective and social norms. COVID-19 messaging was recognised as an influential factor in developing such pro-social values empowering healthy behaviours and for increasing risk awareness through risk coverage and framing. Yet, factors such as the repetitive format of messaging from the HSE COVID-19 Campaign and poor public engagement reduced confidence leading some participants to grow dissatisfied with the response. While less compliant with restrictions participant still maintained their protective behaviours encouraged by strong feelings of responsibility towards others indicating a strong subscription mentality. This study highlights the importance of responsibility and normative beliefs in motivating the adoption of healthy behaviours among low-risk groups. Yet, also reiterates the importance of maintaining positive and engaged communication with the public to maintain compliance and risk reductive behavioural practices.}},
author = {{Leneghan, Caolán}},
language = {{eng}},
note = {{Student Paper}},
title = {{Encouraging Pro-Social Behaviours Through Feelings of Responsibility: Investigating factors influential to the behaviour of low-risk individuals during the COVID-19 response in Ireland}},
year = {{2021}},
}