Harnessing Moral Cognition to Save Lives

Abstract

Abstract Research demonstrated the importance of public health behaviors (PHBs) like mask wearing and social distancing for limiting the number of deaths due to COVID-19. Despite the importance of PHBs, many people have not fully embraced these behaviors. It is thought that part of why people do not always engage in PHBs is because of the messaging surrounding them. The chapter draws on research in moral psychology and identifies three ways that messaging promoting PHBs could be improved: highlighting risks to people of all ages; drawing attention to specific, identifiable victims; and using tailored moral messaging. It is hypothesized that implementing these suggestions will make messages promoting PHBs more persuasive, thus increasing willingness to engage in PHBs and reducing the pandemic’s ultimate outcomes (e.g., death toll). This chapter presents both actionable, empirically grounded recommendations for improving messages encouraging PHBs and new hypotheses for basic and applied psychology research. Use of techniques based on these principles of moral cognition might affect ultimate outcomes of the pandemic. Lessons learned and future research ideas are offered.