A global experiment on motivating social distancing during the COVID-19 pandemic
Authors:   Psychological Science Accelerator Self-Determination Theory Collaboration, Legate Nicole , Nguyen Thuy-vy , Weinstein Netta , Moller Arlen , Legault Lisa , Vally Zahir , Tajchman Zuzanna , Zsido Andras N. , Zrimsek Miha , Chen Zhang , Ziano Ignazio , Gialitaki Zoi , Ceary Chris D. , Jang Yuna , Lin Yijun , Kunisato Yoshihiko , Yamada Yuki , Xiao Qinyu , Jiang Xiaoming , Du Xinkai , Yao Elvin , Ryan William S. , Wilson John Paul , Cyrus-Lai Wilson , Jimenez-Leal William , Law Wilbert , Unanue Wenceslao , Collins W. Matthew , Richard Karley L. , Vranka Marek , Ankushev Vladislav , Schei Vidar , Lerche Veronika , Kovic Vanja , Križanić Valerija , Kadreva Veselina Hristova , Adoric Vera Cubela , Tran Ulrich S. , Yeung Siu Kit , Hassan Widad , Houston Ralph , Machin Michael A. , Lima Tiago J. S. , Ostermann Thomas , Frizzo Thomas , Sverdrup Therese E. , House Thea , Gill Tripat , Fedotov Maksim , Paltrow Tamar , Jernsäther Teodor , Rahman Tasnim , Machin Tanya , Koptjevskaja-Tamm Maria , Hostler Thomas J. , Ishii Tatsunori , Szaszi Barnabas , Adamus Sylwia , Suter Lilian , von Bormann Suparpit M. , Habib Sumaiya , Studzinska Anna , Stojanovska Dragana , Janssen Steve M. J. , Stieger Stefan , Schulenberg Stefan E. , Tatachari Srinivasan , Azouaghe Soufian , Sorokowski Piotr , Sorokowska Agnieszka , Song Xin , Morbée Sofie , Lewis Savannah , Sinkolova Sladjana , Grigoryev Dmitry , Drexler Shira Meir , Daches Shimrit , Levine Shelby L. , Geniole Shawn N. , Akter Shahunur , Vračar Selena , Massoni Sébastien , Costa Sebastiano , Zorjan Saša , Sarioguz Eylul , Izquierdo Sara Morales , Tshonda Sarah Suzette , Alves Sara G. , Pöntinen Sara , Solas Sara Álvarez , Ordoñez-Riaño Santiago , Očovaj Sanja Batić , Onie Sandersan , Lins Samuel , Biberauer Theresa , Çoksan Sami , Khumkom Sakda , Sacakli Asli , Ruiz-Fernández Susana , Geiger Sandra J. , FatahModares Saeideh , Walczak Radoslaw B. , Betlehem Ruben , Vilar Roosevelt , Cárcamo Rodrigo A. , Ross Robert M. , McCarthy Randy , Ballantyne Tonia , Westgate Erin C. , Ryan Richard M. , Gargurevich Rafael , Afhami Reza , Ren Dongning , Monteiro Renan P. , Reips Ulf-Dietrich , Reggev Niv , Calin-Jageman Robert J. , Pourafshari Razieh , Oliveira Raquel , Nedelcheva-Datsova Mina , Rahal Rima-Maria , Ribeiro Rafael R. , Radtke Theda , Searston Rachel , Jai-ai Rachadaporn , Habte Redeate , Zdybek Przemysław , Chen Sau-Chin , Wajanatinapart Piyaorn , Maturan Princess Lovella G. , Perillo Jennifer T. , Isager Peder Mortvedt , Kačmár Pavol , Macapagal Paulo Manuel , Maniaci Michael R. , Szwed Paulina , Hanel Paul H. P. , Forbes Paul A. G. , Arriaga Patricia , Paris Bastien , Parashar Neha , Papachristopoulos Konstantinos , Correa Pablo Sebastián , Kácha Ondřej , Bernardo Márcia , Campos Olatz , Bravo Olalla Niño , Galindo-Caballero Oscar J. , Ogbonnaya Chisom Esther , Bialobrzeska Olga , Kiselnikova Natalia , Simonovic Nicolle , Cohen Noga , Nock Nora L. , Hernandez Alejandrina , Thogersen-Ntoumani Cecilie , Ntoumanis Nikos , Johannes Niklas , Albayrak-Aydemir Nihan , Say Nicolas , Neubauer Andreas B. , Martin Neil I. , Torunsky Nathan , Antwerpen Natasha van , Doren Natalia Van , Sunami Naoyuki , Rachev Nikolay R. , Majeed Nadyanna M. , Schmidt Nadya-Daniela , Nadif Khaoula , Corral-Frías Nadia S. , Ouherrou Nihal , Abbas Nida , Pantazi Myrto , Lucas Marc Y. , Vasilev Martin R. , Victoria Ortiz María , Butt Muhammad Mussaffa , Kurfalı Murathan , Kabir Muhib , Muda Rafał , Rivera María del Carmen MC Tejada , Sirota Miroslav , Seehuus Martin , Parzuchowski Michal , Toro Mónica , Hricova Monika , Maldonado Mónica Alarcón , Rentzelas Panagiotis , Vansteenkiste Maarten , Metz Molly A. , Marszalek Magdalena , Karekla Maria , Mioni Giovanna , Bosma Minke Jasmijn , Westerlund Minja , Vdovic Milica , Bialek Michal , Silan Miguel A. , Anne Michele , Misiak Michal , Gugliandolo Maria C. , Grinberg Maurice , Capizzi Mariagrazia , Espinoza Barría Mauricio F. , Kurfali Merve A. , Mensink Michael C. , Harutyunyan Mikayel , Khosla Meetu , Dunn Megan R. , Korbmacher Max , Adamkovič Matúš , Ribeiro Matheus Fernando Felix , Terskova Maria , Hruška Matej , Martončik Marcel , Voracek Martin , Čadek Martin , Frias-Armenta Martha , Kowal Marta , Topor Marta , Roczniewska Marta , Oosterlinck Marlies , Kohlová Markéta Braun , Paruzel-Czachura Mariola , Sabristov Marina , Romanova Marina , Papadatou-Pastou Marietta , Lund Maria Louise , Antoniadi Maria , Magrin Maria Elena , Jones Marc V. , Li Manyu , Ortiz Manuel S. , Manavalan Mathi , Muminov Abdumalik , Kossowska Małgorzata , Friedemann Maja , Wielgus Magdalena , van Hooff Madelon L.M. , Varella Marco A. C. , Standage Martyn , Nicolotti Matilde , Colloff Melissa F. , Bradford Maria , Vaughn Leigh Ann , Eudave Luis , Vieira Luc , Lu Jackson G. , Pineda Lina Maria Sanabria , Matos Lennia , Pérez Laura Calderón , Lazarevic Ljiljana B. , Jaremka Lisa M. , Smit Eline Suzanne , Kushnir Elizaveta , Ferguson Lisa J. , Anton-Boicuk Lisa , Lins de Holanda Coelho Gabriel , Ahlgren Lina , Liga Francesca , Levitan Carmel A. , Micheli Leticia , Gunton Lesley-Ann , Volz Leonhard , Stojanovska Marija , Boucher Leanne , Samojlenko Lara , Delgado Lady Grey Javela , Kaliska Lada , Beatrix Labadi , Warmelink Lara , Rojas-Berscia Luis Miguel , Yu Karen , Wylie Keith , Wachowicz Jakub , Desai Kermeka , Barzykowski Krystian , Kozma Luca , Evans Kortnee , Kirgizova Komila , Emmanuel Agesin Bamikole B. , Koehn Monica A. , Wolfe Kelly , Korobova Tatiana , Morris Katherine , Klevjer Kristoffer , van Schie Kevin , Vezirian Kevin , Damnjanović Kaja , Thommesen Katrine Krabbe , Schmidt Kathleen , Filip Katarzyna , Staniaszek Karolina , Grzech Karolina , Hoyer Karlijn , Moon Karis , Khaobunmasiri Sirikon , Rana Kafeel , Janjić Kristina , Suchow Jordan W. , Kielińska Julita , Cruz Vásquez Julio E. , Chanal Julien , Beitner Julia , Vargas-Nieto Juan Camilo , Roxas Jose Carlos T. , Taber Jennifer , Urriago-Rayo Joan , Pavlacic Jeffrey M. , Benka Jozef , Bavolar Jozef , Soto José A. , Olofsson Jonas K. , Vilsmeier Johannes K. , Messerschmidt Johanna , Czamanski-Cohen Johanna , Waterschoot Joachim , Moss Jennifer D. , Boudesseul Jordane , Lee Jeong Min , Kamburidis Julia , Joy-Gaba Jennifer A. , Zickfeld Janis , Miranda Jacob F. , Verharen Jeroen P. H. , Hristova Evgeniya , Beshears Julie E. , Djordjevic Jasna Milosevic , Bosch Jasmijn , Valentova Jaroslava Varella , Antfolk Jan , Berkessel Jana B. , Schrötter Jana , Urban Jan , Röer Jan Philipp , Norton James O. , Silva Jaime R. , Pickering Jade S. , Vintr Jáchym , Uttley Jim , Kunst Jonas R. , Ndukaihe Izuchukwu L. G. , Iyer Aishwarya , Vilares Iris , Ivanov Aleksandr , Ropovik Ivan , Sula Isabela , Sarieva Irena , Metin-Orta Irem , Prusova Irina , Pinto Isabel , Bozdoc Andreea Ioana , Almeida Inês A. T. , Pit Ilse L. , Dalgar Ilker , Zakharov Ilya , Arinze Azuka Ikechukwu , Ihaya Keiko , Stephen Ian D. , Gjoneska Biljana , Brohmer Hilmar , Flowe Heather , Godbersen Hendrik , Kocalar Halil Emre , Hedgebeth Mattie V. , Chuan-Peng Hu , Sharifian MohammadHasan , Manley Harry , Akkas Handan , Hajdu Nandor , Azab Habiba , Kaminski Gwenael , Nilsonne Gustav , Anjum Gulnaz , Travaglino Giovanni A. , Feldman Gilad , Pfuhl Gerit , Czarnek Gabriela , Marcu Gabriela Mariana , Hofer Gabriela , Banik Gabriel , Adetula Gabriel Agboola , Bijlstra Gijsbert , Verbruggen Frederick , Kung Franki Y. H. , Martela Frank , Foroni Francesco , Forest Jacques , Singer Gage , Muchembled Fany , Azevedo Flavio , Mosannenzadeh Farnaz , Marinova Evelina , Štrukelj Eva , Etebari Zahra , Bradshaw Emma L. , Baskin Ernest , Garcia Elkin Oswaldo Luis , Musser Erica , van Steenkiste I.M.M. , Ahn El Rim , Quested Eleanor , Pronizius Ekaterina , Jackson Emily A. , Manunta Efisio , Agadullina Elena , Šakan Dušana , Dursun Pinar , Dujols Olivier , Dubrov Dmitrii , Willis Megan , Tümer Murat , Beaudry Jennifer L. , Popović Dora , Dunleavy Daniel , Djamai Ikhlas , Krupić Dino , Herrera Dora , Vega Diego , Du Hongfei , Mola Débora , Chakarova Desislava , Davis William E. , Holford Dawn Liu , Lewis David M. G. , Vaidis David C. , Ozery Daphna Hausman , Ricaurte Danilo Zambrano , Storage Daniel , Sousa Daniela , Alvarez Daniela Serrato , Boller Daniel , Rosa Anna Dalla , Dimova Daliborka , Krupić Dajana , Marko Dafne , Moreau David , Reeck Crystal , Correia Rita C. , Whitt Cassie M. , Lamm Claus , Solorzano Claudio Singh , von Bastian Claudia C. , Sutherland Clare AM , Overkott Clara , Aberson Christopher L. , Wang Chunhui , Niemiec Christopher P. , Karashiali Christiana , Noone Chris , Chiu Faith , Picciocchi Chiara , Brownlow Charlotte , Karaarslan Cemre , Cellini Nicola , Esteban-Serna Celia , Reyna Cecilia , Ferreyra Cecilia , Batres Carlota , Li Ranran , Grano Caterina , Carpentier Joelle , Tamnes Christian K. , Fu Cynthia H.Y. , Ishkhanyan Byurakn , Bylinina Lisa , Jaeger Bastian , Bundt Carsten , Allred Tara Bulut , Vermote Branko J. , Bokkour Ahmed , Bogatyreva Natalia , Shi Jiaxin , Chopik William J. , Antazo Benedict , Behzadnia Behzad , Becker Maja , Bayyat Manal M. , Cocco Beatrice , Chou Wei-Lun , Barkoukis Vassilis , Hubena Barbora , Žuro Barbara , Aczel Balazs , Baklanova Ekaterina , Bai Hui , Balci Busra Bahar , Babinčák Peter , Soenens Bart , Dixson Barnaby James Wyld , Mokady Aviv , Kappes Heather Barry , Atari Mohammad , Szala Anna , Szabelska Anna , Aruta John Jamir Benzon , Domurat Artur , Arinze Nwadiogo Chisom , Modena Arianna , Adiguzel Arca , Monajem Arash , ARABI Kanza AIT EL , Özdoğru Asil Ali , Rothbaum Alex O. , Torres Adriana Olaya , Theodoropoulou Andriana , Skowronek Anna , Jurković Anita Penić , Singh Anisha , Kassianos Angelos P. , Findor Andrej , Hartanto Andree , Landry Anais Thibault , Ferreira Ana , Santos Anabela Caetano , De la Rosa-Gomez Anabel , Gourdon-Kanhukamwe Amélie , Luxon Alexandria M. , Todsen Anna Louise , Karababa Alper , Janak Allison , Pilato Alice , Bran Alexandre , Tullett Alexa M. , Kuzminska Anna O. , Krafnick Anthony J. , Urooj Anum , Khaoudi Ahmed , Ahmed Afroja , Groyecka-Bernard Agata , Askelund Adrian Dahl , Adetula Adeyemi , Belaus Anabel , Charyate Abdelilah Ca , Wichman Aaron L. , Stoyanova Alina , Greenburgh Anna , Thomas Andrew G. , Arvanitis Alexios , Forscher Patrick S. , Mallik Peter R. , Coles Nicholas A. , Miller Jeremy K. , Moshontz Hannah , Urry Heather L. , IJzerman Hans , Basnight-Brown Dana M. , Ebersole Charles R. , Chartier Christopher R. , Buchanan Erin M. , Primbs Maximilian A. 
Published: May 2022

Finding communication strategies that effectively motivate social distancing continues to be a global public health priority during the COVID-19 pandemic. This cross-country, preregistered experiment (
n
= 25,718 from 89 countries) tested hypotheses concerning generalizable positive and negative outcomes of social distancing messages that promoted personal agency and reflective choices (i.e., an autonomy-supportive message) or were restrictive and shaming (i.e., a controlling message) compared with no message at all. Results partially supported experimental hypotheses in that the controlling message increased controlled motivation (a poorly internalized form of motivation relying on shame, guilt, and fear of social consequences) relative to no message. On the other hand, the autonomy-supportive message lowered feelings of defiance compared with the controlling message, but the controlling message did not differ from receiving no message at all. Unexpectedly, messages did not influence autonomous motivation (a highly internalized form of motivation relying on one’s core values) or behavioral intentions. Results supported hypothesized associations between people’s existing autonomous and controlled motivations and self-reported behavioral intentions to engage in social distancing. Controlled motivation was associated with more defiance and less long-term behavioral intention to engage in social distancing, whereas autonomous motivation was associated with less defiance and more short- and long-term intentions to social distance. Overall, this work highlights the potential harm of using shaming and pressuring language in public health communication, with implications for the current and future global health challenges.