The proximal and distal effects of mortality salience on COVID-19-related health perceptions and intentions

Abstract

Health preventative measures are important in reducing transmission of COVID-19, yet death-related thoughts might hinder preventative action. Using two online samples (N = 948), we examined how mortality salience (MS) may produce health-related proximal and distal defenses relevant to COVID-19, examining health optimism and appearance self-worth as moderators. MS decreased perceived vulnerability as a proximal defense for those with high health optimism (Study 1), while those with low health optimism decreased perceived response efficacy of face masks and intention to wear a protective face mask (Study 2). Additionally, those with high appearance self-worth displayed increased intention to wear an aesthetically appealing face mask as a distal defense to MS (Study 2). Our findings demonstrate the importance of considering how mortality concerns may channel health-defeating and health-promoting behaviors in respect to COVID-19 and provide insight into how to produce sustained engagement in health preventative action to combat the pandemic.

Figure 1

MS X Health Optimism on levels of perceived vulnerability in the immediate condition plotted at ±1 SD levels of health optimism

Figure 2

MS X Health Optimism on response efficacy of face masks and preference for a clinically effective face mask in the immediate condition plotted at ±1 SD levels of health optimism.

Figure 3

MS X appearance self‐worth on preference for aesthetically attractive face masks in the delay condition plotted at ±1 SD levels of appearance self‐worth.