It’s Time to be disgusting about COVID-19: Effect of disgust priming on COVID-19 public health compliance among liberals and conservatives

Abstract

The COVID-19 pandemic is far from over, in part due to poor adoption of public health mitigation measures in the U.S. and the continued spread of the Delta and Omicron variants. Current public health messaging used in the U.S. could be improved to better combat mistrust about COVID-19 and its mitigation measures, especially vaccines. We propose that a disgust-inducing public health campaign will be more effective than current approaches, primarily among conservatives, who are both sensitive to moralized disgust and are less compliant with U.S. public health guidelines. Using a convenience sample across two studies (n = 1610), we found that presenting disgusting images related to the COVID-19 pandemic increased public health compliance more among conservatives than among liberals. Among unvaccinated conservative participants, disgusting images significantly increased willingness to be vaccinated compared to less disgusting images of COVID-19 or perks offered for COVID-19 vaccines. Using disgusting images for public health messaging has the potential to improve compliance among conservatives and accelerate the end of the COVID-19 pandemic in the U.S.