An extended health belief model for COVID-19: understanding the media-based processes leading to social distancing and panic buying

Marie Louise Radanielina Hita, Yany Grégoire, Bruno Lussier, Simon Boissonneault, Christian Vandenberghe, Sylvain Sénécal

Journal of the Academy of Marketing Science · 2023 · Volume 51 · Issue 1

DOI: 10.1007/s11747-022-00865-8

Abstract

Building on the health belief model (HBM), this research tests, over six months, how the exposure to COVID-related information in the media affects fear, which in turn conditions beliefs about the severity of the virus, susceptibility of getting the virus, and benefits of safety measures. These health beliefs ultimately lead to social distancing and panic buying. As a first contribution, we find that fear is not directly triggered by the objective severity of a crisis, but rather formed over time by the way individuals are exposed to media. Second, we show that fear affects behaviors through the components of the HBM which relate to the risks/benefits of a situation. Last, we find that critical thinking about media content amplifies the “adaptive” responses of our model (e.g., health beliefs, social distancing) and reduces its “maladaptive” responses (e.g., panic buying). Interestingly, we note that the beneficial effect of critical thinking about media content disappears as the level of fear increases over time. The implications of these findings for policymakers, media companies, and theory are further discussed.

Keywords

Crisis severity, Media exposure, Critical thinking about media content, Fear appeals, Social distancing, Panic buying, Health belief model, Public policy, Mixed linear model, Longitudinal analyses

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