Fear Message and Adoption of Barrier Measures: A Study of COVID 19 in the Cameroonian Population
Laure Fangue
Department of Marketing and Organization, Faculty of Economics and Management, University of Dschang, Cameroon.
Colette Simo *
Department of Marketing and Organization, Faculty of Economics and Management, University of Dschang, Cameroon.
Fidèle Nwamen
Department of Marketing and Organization, Faculty of Economics and Management, University of Dschang, Cameroon.
*Author to whom correspondence should be addressed.
Abstract
Fear appeals have long been a means of persuasion to promote favorable health behaviors. In the case of COVID-19 in particular, the mere presence of this epidemic seems to have the psychological consequence of fear in many individuals. Resorting to fear appeals becomes an adjunct in the fight against this disease, which is characterized by uncertainty despite the vaccine proposals that litter the horizon. The purpose of this paper is to examine the variables that may promote the adoption of barrier measures related to COVID-19. To accomplish this, the researchers have conducted an online survey and processed the resulting data via SPSS.21 and Amos software. The results have shown that perceived efficacy, self-efficacy, and fear messages based on cultural practices are relevant for promoting the adoption of recommendations against COVID-19. In contrast, repeated fear messages and government statistics are not found to be very effective. On this basis, it is to be recommended that persuasive communication actors focus on fear messages in relation to the cultural aspects to which the population is much more attached. They should amplify communication about compliance with anti-Covid-19 barrier measures.
Keywords: Adoption, health behaviors, COVID-19, barrier measures