The impacts of information factors and health beliefs on attitudes towards social distancing behaviour during COVID-19

This study examines the relationship between information factors (trustworthiness and information overload) and health beliefs (perceived susceptibility to and perceived severity of COVID-19) on attitudes towards social distancing behaviour. A pre-test of 204 adults was conducted to develop four scale items of information overload and three scale items of perceived susceptibility, respectively, for a study of 299 adults in the United States via Prolific questionnaire. Results showed that perceived trustworthiness in the CDC positively affected, while perceived trustworthiness in the then President, Donald Trump, negatively affected, attitudes towards social distancing. Information overload had a negative effect. Health beliefs positively affect attitudes towards social distancing. These results support the predictions of both Cognitive Load Theory and Protection Motivation Theory, extending them to a new context. Practically, marketers must evaluate the trustworthiness and truthfulness of both the source and context of health-related messaging to influence consumer behaviours.