Replication and extension of framing effects to compliance with health behaviors during pandemics

Outbreaks of infectious diseases represent a significant challenge for health authorities around the world. Public cooperation and compliance with health recommendations constitute critical steps to stop the spread of such diseases. But how should these recommendations be framed to achieve the most desirable outcomes? Across two experiments, we show that the classic Asian Disease Problem (Tversy and Kahneman, 1981) is replicable, regardless of disease type (real vs. hypothetical). Thus, people are less (vs. more) willing to take risks when information is positively (negatively) framed, irrespective of disease type, although they are generally more risk-averse in real pandemics. Furthermore, people high (vs. low) in emotionality are more willing to comply with preventive health behaviors when information is framed positively (vs. negatively), but only in the case of a real disease. These findings provide a range of insights into the design and management of health recommendations aimed at promoting public health.