Governments Can Learn From Consumer Psychology When It Comes to Public Health Messaging

While lockdown measures are being lifted in some parts of the world, the situation for millions remains the same: stuck at home due to social distancing, worried and looking to their government for news about when life may return to normal.

For a piece of forthcoming research, J. Jeffrey Inman, Gülen Sarial-Abi and Aulona Ulqinaku have analysed how companies in Italy and the US are communicating with customers in lockdown and how they have responded. Over the course of March 10 to March 30, we found that companies used three overarching themes in their communications: togetherness, caring and fighting talk. 

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