Self-isolation for the self-centered: Negative framing increases narcissists' willingness to self-isolate during COVID-19 through higher response efficacy

The coronavirus (COVID-19) pandemic has come with various health recommendations restricting personal freedom, such as social distancing and self-isolation. Considering the personal sacrifices involved, not all individuals are equally willing to comply with such recommendations, which might pose a health hazard further down the line. In a high-powered study (N = 800), we show that individual differences in narcissism influence the willingness to self-isolate during pandemics, with individuals high (vs. low) in narcissism being less willing to self-isolate. However, this tendency can be offset by tailored message framing. Specifically, individuals high (vs. low) in narcissism are more (vs. less) willing to self-isolate when information is framed negatively (vs. positively); an effect mediated by the perceived response efficiency of social distancing during outbreaks of infectious diseases. Hence, taking individual differences in narcissism into account when developing tailored communication campaigns constitute a promising way to combat the current pandemic.