Motivations and Barriers for the Use of Face Coverings during the COVID-19 Pandemic: Messaging Insights from Focus Groups

Victoria S. Shelus, Simone C. Frank, Allison J. Lazard, Isabella C. A. Higgins, Marlyn Pulido, Ana Paula C. Richter, Sara M. Vandegrift, Rhyan N. Vereen, Kurt M. Ribisl and Marissa G. Hall
Additional contact information
Victoria S. Shelus: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
Simone C. Frank: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
Allison J. Lazard: Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, 117 Carroll Hall CB#3365, Chapel Hill, NC 27599, USA
Isabella C. A. Higgins: Carolina Population Center, 123 West Franklin St., Suite 210, Chapel Hill, NC 27516, USA
Marlyn Pulido: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
Ana Paula C. Richter: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
Sara M. Vandegrift: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
Rhyan N. Vereen: Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, 117 Carroll Hall CB#3365, Chapel Hill, NC 27599, USA
Kurt M. Ribisl: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA
Marissa G. Hall: Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina at Chapel Hill, 170 Rosenau Hall, CB #7400, 135 Dauer Drive, Chapel Hill, NC 27599, USA

IJERPH, 2020, vol. 17, issue 24, 1-12

Abstract: Widespread use of face coverings is a key public health strategy to prevent the spread of COVID-19. However, few studies have examined why Americans use or do not use face coverings, and little is known about the most effective messaging strategies. This study explored perceptions of face coverings, including motivations and barriers for use, and examined reactions to messaging promoting the use of face coverings. Six virtual focus groups were conducted with 34 North Carolina residents in July 2020. Participants reported high compliance with face covering recommendations but often did not wear them around family, friends, and colleagues. The most prevalent motivation for the use of face coverings was to protect or respect other people, including high-risk populations and individuals. Other motivators were self-protection, responsibility, desire for control, requirements, and expert advice. Barriers included physical and social discomfort, confusion or misinformation, low perceived susceptibility to COVID-19, and perceptions of identity and autonomy. Even among individuals who frequently wear face coverings, there are opportunities to improve compliance. Messaging should highlight how face coverings protect the wearer and others around them, normalize the use of face coverings in social settings, and emphasize requirements. Positive messages that focus on unity, personal experiences and the rationale for face coverings are recommended.

Keywords: COVID-19; health communication; face coverings; masks; health behavior (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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