Korunma Motivasyonlarını Etkileyen Faktörler ve Mesaj Çekiciliğinin Rolü: COVID-19 Bağlamında Bir Araştırma

Öz

COVID-19 salgını bağlamında tasarlanan iletişim içeriklerinin, bireylerin korunma motivasyonları ve davranışları üzerindeki etkisinin tespit edilmeye çalışıldığı bu çalışma, COVID-19 salgınının olumsuz sonuçlarından kaçınmada bireysel önlemlerin öneminden hareketle, bireylerin korunma motivasyonlarını artırmaya yönelik mekanizmayı anlamayı ve bu mekanizmayı harekete geçirecek iletişim süreçleri geliştirmeyi amaç edinmiştir. Bu amaç doğrultusunda yürütülen araştırma, iki ayrı çalışmadan oluşmaktadır. İlk çalışmada, çevrim içi olarak uygulanan anket aracılığıyla bireylerin korunma niyetini etkileyen motivasyon faktörleri incelenmiştir. İkinci çalışmada ise gruplar arası deneysel tasarımdan faydalanılarak laboratuvar deneyleri yürütülmüş, korku ve rasyonel çekicilik içerikli mesajların korunma motivasyonları üzerindeki etkisi ölçülmüştür. Elde edilen bulgular, algılanan şiddet, öz yeterlilik ve dışsal tepki etkinliğinin korunma niyetiyle pozitif ilişkisini ortaya koymaktadır. Ayrıca korku çekiciliğinin, rasyonel çekiciliğe kıyasla algılanan şiddet üzerinde daha güçlü bir etkiye sahip olduğu sonucuna ulaşılmıştır. Bulgular sayesinde halk sağlığı sorunlarıyla mücadeleye ilişkin iletişim süreçlerinin daha etkin kılınması için öneriler geliştirilmiştir. Bu bakımdan çalışmanın sonuçları, bireylerin korunma motivasyonlarının artırılmasına ilişkin stratejilere rehberlik edebilecek niteliktedir. Bu bağlamda sonuçlar hem bireylerin hem de toplumun sağlığı için önemli görülmektedir.

Anahtar Kelimeler

• Korunma Motivasyonu Teorisi
• Korku Çekiciliği
• Rasyonel Çekicilik
• Covid 19
• Deneysel Yöntem

Factors Affecting Protection Motivations and the Role of Message Appeal: A Research in the Context of COVID-19

Öz

This study examines the effects of the communication contents designed in the context of COVID-19 on individuals’ protection motivations and behaviors. It aims to understand the mechanism for increasing the protection motivation of individuals and to develop communication processes that will activate this mechanism, based on the importance of individual measures in avoiding the negative consequences of COVID-19. The research carried out for this purpose consists of two separate studies. The first study examined motivational factors affecting individuals’ intention to protect through an online questionnaire. The second study carried out laboratory experiments by making use of the between-groups experimental design, and the effect of messages containing fear and rational appeals on the motivation of protection was measured. The findings reveal that perceived severity, self-efficacy, and external response efficacy are positively related to the intention to protect. Additionally, fear appeal has a stronger effect on perceived severity than rational appeal. In the light of findings, suggestions have been developed to make the communication processes related to combating public health problems more effective. In this respect, the results of the study can guide strategies to increase the protection motivation of individuals. In this context, the results are considered important for the health of both individuals and society.

Anahtar Kelimeler

• Protection Motivation Theory
• Fear Appeal
• Rational Appeal
• Covid 19
• Experimental Design

Kaynakça

1. Al-Hasan, A. K. (2020). Threat, coping, and social distance adherence during COVID-19: cross-continental comparison using an online cross-sectional survey. . Journal of Medical Internet Research, 22(11).
2. Al-Hasan, A., Khuntia, J., & Yim, D. (2020). Threat, Coping, and Social Distance Adherence During COVID-19: Cross-Continental Comparison Using an Online Cross-Sectional Survey. Journal of Medical Internet Research, 22(11).
3. Ansari-Moghaddam, A., Seraji , M., Sharafi, Z., Mohammadi, M., & Okati-Aliabad , H. (2021). The protection motivation theory for predict intention of COVID-19 vaccination in Iran: a structural equation modeling approach. BMC Public Health, 21(1), s. 1-9.
4. Anwar, A., Malik, M., Raees, V., & Anwar, A. (2020). Role of Mass Media and Public Health Communications in the COVID-19 Pandemic. Cureus, 12(9).
5. Ardıç Çobaner, A. (2013). Sağlık İletişiminde Korku Öğesinin Kullanımı: Sigara Paketlerinde. İletişim Kuram ve Araştırma Dergisi(37), s. 211-235.
6. Aytekin, P., & Yakın, V. (2015). Duygusal ve rasyonel sosyal reklam mesajlarının etkililiği üzerine bir araştırma. Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 6(1), s. 507-526.
7. Basch, C., Mohlman, J., Hillyer, G., & Garcia, P. (2020). Public Health Communication in Time of Crisis: Readability of On-Line COVID-19 Information. Disaster Medicine and Public Health Preparedness, 14(5), s. 635-637.
8. Bashirian, S., Jenabi, E., Khazaei, S., Barati, M., Karimi-Shahanjarini,, A., Zareian, S., . . . Moeini, B. (2020). Factors associated with preventive behaviours of. Journal of Hospital Infection, 105(3), s. 430-433.

9. Bebko, C., Sciulli, L., & Bhagat, P. (2014). Using eye tracking to assess the impact of advertising appeals on donor behavior. Journal of Nonprofit & Public Sector Marketing, 26(4), s. 354-371.
10. Bish , A., & Michie, S. (2010). Demographic and attitudinal determinants of protective behaviours during a pandemic: A review. British journal of health psychology, 15(4), s. 797-824.
11. Byrne, B. (2006). Structural equation modeling with EQS: Basic concepts, applications, and programming (2. ed.). Lawrence Erlbaum Associates Publishers.
12. Chou, W., & Budenz, A. (2020). Considering emotion in COVID-19 vaccine communication: addressing vaccine hesitancy and fostering vaccine confidence. Health communication, 35(14), s. 1718-1722.
13. COVID-19 Bilgilendirme Platformu. (2023, Ocak 13). T.C. Sağlık Bakanlığı: https://covid19.saglik.gov.tr adresinden alındı
14. COVID-19 Coronavirus Pandemic. (2023, Ocak 13). Worldometer: https://www.worldometers.info/coronavirus adresinden alındı
15. Cvetković, V. M., Nikolić, N., Radovanović Nenadić, U., Öcal, A., Noji, E. K., & Zečević, M. (2020). Preparedness and Preventive Behaviors for a Pandemic Disaster Caused by COVID-19 in Serbia. IJERPH, 17(11).
16. Demirtaş Madran, H. (2021). Accepting Restrictions and Compliance With Recommended Preventive Behaviors for COVID-19: A Discussion Based on the Key Approaches and Current Research on Fear Appeals. Frontiers in Psychology, 12(1).
17. Dryhurst, S., Schneider, C., Kerr, J., Freeman, A., Recchia, G., van der Bles, A., . . . van der Linden, S. (2020). Risk perceptions of COVID-19 around the world. Journal of Risk Research, 23(7-8).
18. Eberhardt, J., & Ling, J. (2021). Predicting COVID-19 vaccination intention using protection motivation theory and conspiracy beliefs. Vaccine, 39(42), s. 6269-6275.
19. Evans, A., Peters, E., Strasser, A., Emery, L., Sheerin, K., & Romer, D. (2015). Graphic Warning Labels Elicit Affective and Thoughtful Responses from Smokers: Results of a Randomized Clinical Trial. Plos One, 10(12).
20. Ezati Rad, R., Mohseni, S., Kamalzadeh Takhti, H., Azad, M., Shahabi, N., Aghamolaei, T., & Norozian , F. (2021). Application of the protection motivation theory for predicting COVID-19 preventive behaviors in Hormozgan, Iran: a cross-sectional study. BMC Public Health, 21(1), s. 1-11.
21. Fan, A., Kline, S., Liu, Y., & Byrd, K. (2022). Consumers’ lodging intentions during a pandemic: empirical insights for crisis management practices based on protection motivation theory and expectancy theory. International Journal of Contemporary Hospitality Management, 34(4), s. 1290-1311.
22. Finset, A., Bosworth, H., Butow, P., Gulbrandsen, P., Hulsman, R., Pieterse, A., . . . van Weert, J. (2020). Effective health communication–a key factor in fighting the COVID-19 pandemic. Patient education and counseling, 103(5), s. 873–876.
23. Floyd, D. L., Prentice-Dunn, S., & Rogers, R. W. (2000). Journal of Applied Social Psychology, 30(2), s. 407-429.
24. Garaus, M., & Hudáková, M. (2022). The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline. Journal of Air Transport Management(103), s. 1-8.
25. Gerçek, C., & Doğan, N. (2012). Sigara paketleri üzerindeki yazılı ve birleşik uyarıların üniversite gençleri üzerindeki etkisinin incelenmesi. Kuram ve Uygulamada Eğitim Bilimleri, 12(4), s. 2573-2584.
26. Grano, C., Singh Solorzano, C., & Di Pucchio, A. (2022). Predictors of protective behaviours during the Italian COVID-19 pandemic: An application of protection motivation theory. Psychology & Health, 37(12), s. 1584-1604.
27. Griffin, B., Conner, M., & Norman, P. (2022). Applying an extended protection motivation theory to predict Covid-19 vaccination intentions and uptake in 50–64 year olds in the UK. Social Science & Medicine(298), s. 1-8.
28. Gursoy, D., Ekinci, Y., Can, A., & Murray, J. (2022). Effectiveness of message framing in changing COVID-19 vaccination intentions: Moderating role of travel desire. Tourism Management(90), s. 1-10.
29. Guttman, N., & Lev, E. (2021). Ethical issues in COVID-19 communication to mitigate the pandemic: dilemmas and practical implications. Health Communication, 36(1), s. 116-123.
30. Hair, J., Bush, R., & Ortinau, D. (2002). Marketing research within a changing information environment. New York: Mc Graw-Hill Irwin.
31. Harper, C. A., Satchell, L. P., Fido, D., & Latzman, R. D. (2020). Functional Fear Predicts Public Health Compliance in the COVID-19 Pandemic. International Journal of Mental Health and Addiction, 19(1), s. 1875–1888.
32. Hsieh, Y., Chen , Y.-L., & Wang , Y.-C. (2021). Government and social trust vs. hotel response efficacy: A protection motivation perspective on hotel stay intention during the COVID-19 pandemic. International Journal of Hospitality Management, 97(1).
33. Hu, L., & Bentler, P. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal,, 6(1), s. 1-55.
34. Ju , Y., & Jang, S. (2023). The Effect of COVID-19 on hotel booking intentions: Investigating the roles of message appeal type and brand loyalty. International Journal of Hospitality Management(108), s. 1-12.
35. Kearns, C., & Kearns, N. (2020). The role of comics in public health communication during the COVID-19 pandemic. 43(3), s. 139-149.
36. Khazaee-Pool, M., Shahrousvand, S., & Naghibi, S. (2020). Predicting Covid-19 Preventive Behaviors Based on Health Belief Model: An Internet-Based Study in Mazandaran Province, Iran. Journal of Mazandaran University of Medical Sciences, 30(190), s. 56-66.
37. Kim, C., Jeon, H. G., & Lee, K. C. (2020). Discovering the Role of Emotional and Rational Appeals and Hidden Heterogeneity of Consumers in Advertising Copies for Sustainable Marketing. Sustainability, 12(12).
38. Kim, J., Yang, K., Min, J., & White, B. (2022). Hope, fear, and consumer behavioral change amid COVID‐19: Application of protection motivation theory. International Journal of Consumer Studies, 46(2), s. 558- 574.
39. Kim, Y. (2016). Cultural orientation affects consumer responses to charity advertising. Social Behavior and Personality: an international journal, 44(7), s. 1079-1088.
40. Kowalski, R. M., Deas, N., Britt, N., Richardson, E., Finnell, S., Evans, K., . . . Catanzaro, S. (2023). Protection motivation theory and intentions to receive the COVID-19 vaccine. Health Promotion Practice, 24(3), s. 465-470.
41. Kowalski, R., & Black, K. (2021). Protection motivation and the COVID-19 virus. Health Communication, 36(1), s. 15-22.
42. Lee, J., & Hong, I. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), s. 360- 373.
43. Li, L., Wang, J., Nicholas, S., Maitland, E., Leng, A., & Liu, R. (2021). The intention to receive the COVID-19 vaccine in China: Insights from protection motivation theory. Vaccines, 9(5), s. 445-457.
44. Liebermann, Y., & Flint-Goor, A. (1996). Message strategy by product-class type: A matching model. International Journal of Research in Marketing, 13(3), s. 237-249.
45. Lim, H., Bouchacourt, L., & Brown‐Devlin, N. (2020). Nonprofit organization advertising on social media: The role of personality, advertising appeals, and bandwagon effects. Journal of Consumer Behaviour, 20(4), s. 849-861.
46. Lindauer, M., Mayorga, M., Greene, J. D., Slovic, ,. P., Västfjäll, D., & Singer, P. (2020). Comparing the effect of rational and emotional appeals on donation behavior. Judgment and Decision Making, 15(3).
47. Liu, M., Cui, T., Wang, Q., Han, Y., Han, Y., Yang, L., . . . Jin, H. (2022). Using an extended protection motivation theory to explain vaccine hesitancy: A cross-sectional study among Chinese adults. Human vaccines & immunotherapeutics, 18(1), s. 1-9.
48. Loewenstein, G., Weber, E., Hsee, C., & Welch, N. (2001). Risk as feelings. Psychological Bulletin, 127(2), s. 267- 286.
49. Mashrur, S., Wang, K., Loa, P., Hossain, S., & Nurul Habib, K. (2023). Application of protection motivation theory to quantify the impact of pandemic fear on anticipated postpandemic transit usage. Transportation Research Record, 2677(4), s. 267-286.
50. McKay-Nesbitt, J., Manchanda, R., Smith, M., & Huhmann, B. (2011). Effects of age, need for cognition, and affective intensity on advertising effectiveness. Journal of Business Research, 64(1), s. 12-17.
51. Mheidly, N., & Fares, J. (2020). Leveraging media and health communication strategies to overcome the COVID-19 infodemic. Journal of Public Health Policy, 41(4), s. 410-420.
52. Milaković, I., & Miocevic, D. (2022). Consumer’s transition to online clothing buying during the COVID-19 pandemic: exploration through protection motivation theory and consumer well-being. Journal of Fashion Marketing and Management: An International, 27(1), s. 21-41.
53. Mortada, E., Abdel-Azeem, A., Al Showair, A., & Zalat, M. (2021). Preventive behaviors towards covid-19 pandemic among healthcare providers in saudi arabia using the protection motivation theory. Risk Management and Healthcare Policy, 14(1), s. 685-694.
54. Nabi, R. (2015). Emotional flow in persuasive health messages. Health Communication, 30(2), s. 114-124.
55. Nazneen, S., Xu, H., Din, N., & Karim, R. (2021). Perceived COVID-19 impacts and travel avoidance: Application of protection motivation theory. Tourism Review, 77(2), s. 471-483.
56. Okuhara, T., Okada, H., & Kiuchi, T. (2020). Predictors of staying at home during the COVID-19 pandemic and social lockdown based on protection motivation theory: a cross-sectional study in Japan. Healthcare, 8(4), s. 475-486.
57. Papageorge, N., Zahn, M., Belot, M., Van den Broek-Altenburg, E., Choi, S., Jamison, J., & Tripodi, E. (2021). Socio-demographic factors associated with self-protecting behavior during the Covid-19 pandemic. Journal of Population Economics, 34(1), s. 691-738.
58. Rad, R., Mohseni, S., Takhti, H., Azad, M., Shahabi, N., Aghamolaei, T., & Norozian, F. (2021). Application of the protection motivation theory for predicting COVID-19 preventive behaviors in Hormozgan, Iran: a cross-sectional study. BMC Public Health, 21(1), s. 1-11.
59. Rahman, M., Hossain, A., Sufian, A., & Anwar, N. (2021). COVID-19 vaccine demand, hesitancy, and nationalism: a case of protection motivation behavior in Bangladesh. The Journal of Infection in Developing Countries, 15(10), s. 1388-1395.
60. Rogers, R. (1975). A Protection Motivation Theory of Fear Appeals and Attitude Change. The Journal of Psychology, 91(1), s. 93–114.
61. Rogers, R. (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. J. Cacioppo, & R. Petty içinde, Social Psychophysiology (s. 163-176). New York: Guilfo.
62. Sciulli, L., Bhagat, P., & Bebko, C. (2012). Eye tracking analysis: Engagement levels and donor tendencies using print advertisements with emotional appeals. Innovative Marketing, 8(2).
63. Shevlin, M., & Miles, J. (1998). Effects of sample size, model specification and factor loadings on the GFI in confirmatory factor analysis. Personality and Individual differences, 25(1), s. 85-90.
64. Slovic, P., Finucane, M., Peters, E., & MacGregor, D. (2004). Risk as analysis and risk as feelings: Some thoughts about affect, reason, risk, and rationality. Risk Analysis: An International Journal, 24(2), s. 311-322.
65. Small, D., Loewenstein, G., & Slovic, P. (2007). Sympathy and callousness: The impact of deliberative thought on donations to identifiable and statistical victims. Organizational Behavior and Human Decision Processes, 102(2), s. 143-153.
66. Snyder, L. (2007). Health communication campaigns and their impact on behavior. Journal of nutrition education and behavior, 39(2), s. 32-40.
67. Soon, J., Vanany, I., Wahab, I., & Sani, N. (2022). Protection Motivation Theory and consumers’ food safety behaviour in response to COVID-19. Food Control(138), s. 1-7.
68. Spurk, D., & Straub, C. (2020). Flexible employment relationships and careers in times of the COVID-19 pandemic. Journal of Vocational Behavior, 119(1).
69. Stafford, M. R., & Day, E. (1995). Retail services advertising: The effects of appeal, medium, and service. Journal of Advertising, 24(1), s. 57-71.
70. Stolow, J., Moses, L., Lederer, A., & Carter, R. (2020). How fear appeal approaches in COVID-19 health communication may be harming the global community. Health Education & Behavior, 47(4), s. 531-535.
71. Studts, J., Ruberg, J., McGuffin, S., & Roetzer, L. (2010). Decisions to register for the National Marrow Donor Program: rational vs emotional appeals. Bone Marrow Transplantation, 45(3), s. 422-428.
72. Surina, S., Martinsone, K., Perepjolkina, V., Kolesnikova, J., Vainik, U., Ruža, A., . . . Rancans, E. (2021). Factors related to COVID-19 preventive behaviors: A Structural Equation Model. Frontiers in Psychology, 12(1), s. 1-15.
73. Van Bavel, J., Baicker, K., Boggio, P., Capraro, V., Cichocka, A., Cikara, M., . . . Willer, R. (2020). Using social and behavioural science to support COVID-19 pandemic response. Nature Human Behaviour, s. 1-12.
74. Wen, H., & Liu-Lastres, B. (2022). Consumers’ dining behaviors during the COVID-19 pandemic: An Application of the Protection Motivation Theory and the Safety Signal Framework. Journal of Hospitality and Tourism Management(51), s. 187-195.
75. Williams, L., Rasmussen, S., Kleczkowski, A., Maharaj, S., & Cairns, N. (2015). Protection motivation theory and social distancing behaviour in response to a simulated infectious disease epidemic. Psychology, Health & Medicine., 20(7), s. 832-837.
76. Witte, K., & Allen, M. (2000). A meta-analysis of fear appeals: Implications for effective public health campaigns. Health Education & Behavior, 27(5), s. 591-615.
77. Wong , L., & Sam, I. (2010). Temporal changes in psychobehavioral responses during the 2009 H1N1 influenza pandemic. Preventive medicine, 51(1), s. 92-93.
78. Wu, F., Yuan, Y., Deng, Z., Yin, D., Shen, Q., Zeng, J., . . . Sun, C. (2022). Acceptance of COVID‐19 booster vaccination based on the protection motivation theory: A cross‐sectional study in China. Journal of medical virology, 94(9), s. 4115-4124.
79. Yıldırım, M., & Güler, A. (2020). COVID-19 severity, self-efficacy, knowledge, preventive behaviors, and mental health in Turkey. Death Studies, s. 1-8.
80. Zhang, H., Sun, J., Liu, F., & Knight, J. (2014). Be rational or be emotional: advertising appeals, service types and consumer responses. European Journal of Marketing, 48((11/12)), s. 2105-2126.
81. Zhang, X., Han, X., Dang, Y., Meng, F., Guo, X., & Lin, J. (2017). User acceptance of mobile health services from users’ perspectives: The role of self-efficacy and response-efficacy in technology acceptance. Informatics for Health and Social Care, 42(2).