Behavioral Insights for Better Public Communication in Health Crisis
Ideas conductuales para mejorar la comunicación pública en las crisis sanitarias
Ideias comportamentais para melhorar a comunicação pública em crises de saúde
DOI:
https://doi.org/10.15446/ede.v33n63.103215Palabras clave:
Behavioral biases, Crisis communication, COVID-19, Framing, Population targeting, Social norms, Attitudes Scale (en)Sesgos conductuales, comunicación de crisis, COVID-19, encuadre, población destinataria, normas sociales, escala de actitudes (es)
vieses comportamentais, comunicação de crise, COVID-19, enquadramento, população-alvo, normas sociais, escala de atitude (pt)
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Amidst the COVID-19 pandemic, effective public communication became of utmost importance. This is especially true for the time after the easing of lockdowns, which meant an increased emphasis on personal responsibility and adoption of self-care measures. We conducted an experiment that tested three behavioral tools for communication —framing, population targeting, and social norms— to assess behavioral biases that pose a barrier to effective communication efforts and provide useful information for governments to use in crisis situations. In order to measure the effectiveness of the various communication features, we relied on an Attitudes Scale developed and tested for this purpose.
En medio de la pandemia de COVID-19, la comunicación pública efectiva se volvió de suma importancia. Esto es especialmente cierto para el tiempo posterior a la relajación de los bloqueos, lo que significó un mayor énfasis en la responsabilidad personal y la adopción de medidas de autocuidado. Se llevó a cabo un experimento que probó tres herramientas conductuales para la comunicación —encuadre, focalización de mensajes y normas sociales— a fin de evaluar los sesgos conductuales que representan una barrera para los esfuerzos de comunicación efectivos y brindan información útil para que los gobiernos la utilicen en situaciones de crisis. Para evaluar la efectividad de las diversas medidas de comunicación, nos basamos en una escala de actitudes desarrollada y probada para este propósito.
Em meio à pandemia da COVID-19, a comunicação pública eficaz tornou-se fundamental. Isso é especialmente verdadeiro no período após o relaxamento dos bloqueios, o que significou uma maior ênfase na responsabilidade pessoal e na adoção de medidas de autocuidado. Um experimento que testou três ferramentas de comunicação comportamental - enquadramento, direcionamento de mensagens e normas sociais - foi conduzido para avaliar os vieses comportamentais que representam uma barreira aos esforços de comunicação eficazes e fornecer informações úteis para os governos usarem em situações de crise. Para avaliar a eficácia de várias medidas de comunicação, contamos com uma escala de atitude desenvolvida e testada para esse fim.
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