This study uses Terror Management Health Model (TMHM) to predict health-related compliance behaviors of people in a pandemic using message framing. We posit that people when primed with mortality salience, respond better to negatively framed messages as compared to positively framed messages. In two cascading studies including a laboratory experiment (N9) and one field experiment (N= 317), we test for the main effects of positive/negative message frames and their interactive effect with mortality salience on adherence to health-related compliance behaviors. Consumers whose decisions are motivated by their need to avoid death (and improve their well-being), are found to be more receptive to negatively framed messages. In the wake of the on-going COVID 19 pandemic that has claimed over one million lives, this study provides direction to health-related messages. This study will help in reducing the spread of the novel coronavirus through effective communication messages directed to motivate consumers towards health behaviors.

Zoom link: https://flameuniversity.zoom.us/j/94598643987

Meeting ID: 94598643987

Passcode: 994414

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