Prediction of Self-care Behaviors in COVID-19 Prevention Based on Persuasion Techniques

Persuasion is a method used to correct and modify the attitude and behaviors of community members to protect collective benefits, especially during crises.

The present study aimed to predict COVID-19 preventive behaviors based on persuasion techniques in five countries.

This descriptive, correlational study was conducted on the population aged more than 18 years in Iran, Australia, the United Kingdom, Sweden, and Canada. The sample size determined by Morgan’s table was 498 individuals who were selected via convenience sampling in the spring of 2020. Data were collected online using a Demographic Questionnaire, a Persuasion Scale (2020), and the Questionnaire of Healthy Preventive Behaviors for COVID-19 (2020). The inclusion criteria were the age of more than 18 years and basic literacy, and the exclusion criterion was incomplete questionnaires. Data analysis was performed in SPSS version 21 using Pearson’s correlation-coefficient and multiple regression analysis.

A positive significant correlation was observed between persuasion techniques and healthy preventive behaviors for COVID-19 (P < 0.001). Among the components of persuasion, fear, interest in the messenger, frequency of the message, and reliability of the messenger could most significantly predict healthy behaviors (P < 0.001).

According to the results, the mass media and authorities could enhance the effectiveness of their agenda by identifying the influential factors in the success of persuasion techniques. These findings could be beneficial to social psychiatrists, authorities, and the mass media.