Peer pressure, public messaging will affect behaviour when rules loosen: experts

Peer pressure, public messaging will affect behaviour when rules loosen: experts

TORONTO — Peer pressure and public messaging will influence Canadians’ ability and willingness to maintain safe behaviours as restrictions around COVID-19 begin to loosen, some experts say as they warn fines and snitch lines may not be effective as long-term solutions.

The pandemic that has caused thousands of deaths across the country has also forced people from all walks of life to radically alter their behaviour in a matter of weeks.

Those new habits will be tweaked and tested in the coming months as businesses and public spaces gradually reopen, with officials stressing the need to keep up precautions such as physical distancing.

People will be returning to a world that has itself been irrevocably transformed, which will make it easier to resist reverting to pre-pandemic behaviour patterns, said Steve Joordens, a psychology professor at the University of Toronto.

Peers in particular can reinforce or undermine new habits, because humans have a strong desire to fit in, he said. If a good proportion of people continue to respect safety guidelines, “it’ll be very easy for others to do because they’ll see that modelled all around them,” he said.

“If a significant number of people start violating all these rules — and especially the people we’re sort of closest to — then that will make it difficult for us to continue to follow.”

Punishing scofflaws, meanwhile, may deter rule-breaking in the short term but is unlikely to foster co-operation over time, the psychologist said — especially if residents are asked to tattle on each other.

“Punishment is the easy go-to: it’s quick, it’s easy, and it feels like you’ve done something. But it breeds a whole lot of distress and resentment,” he said.

The New Brunswick government recently stirred controversy when it launched a COVID-19 information line where residents could report any non-compliance.

In Toronto, where guidelines shifted this week from asking residents to stay home to urging them to keep their distance when outside, the city website also allows residents to report breaches of pandemic rules.

But fear — whether of fines or of the virus itself — may have spurred people to change at the beginning of the crisis, but its motivational power wanes over time as people learn to cope, according to Frederick Grouzet, an associate professor of psychology at the University of Victoria.

Similarly, an overly controlling approach can trigger rebellion in the long run, because people don’t appreciate feeling like they are being treated like children by their government, he said. He pointed to a spate of protests against pandemic measures that have cropped up in parts of Canada and the United States as restrictions persist.

As the rules grow less strict, a better strategy for governments would be to emphasize the trust placed in residents to do the right thing, and to invoke the need for a collective effort, Grouzet said.

“Acknowledging the difficulty, explaining the rationale, providing more information and supporting their autonomy … is always the most effective approach, especially in the long term,” he said.

A recent study by American researchers examined whether stressing the personal or collective risks — “Don’t get the virus” or “Don’t spread it to others” — worked better to change how people intended to act.

Lead author Jillian Jordan, a postdoctoral fellow at Northwestern University’s Dispute Resolution Research Center, said the initial online survey found messaging focused on community impact of the virus was more effective in swaying participants.

That indicates people are either not as strictly self-interested as some might expect, or they worry that appearing to act selfishly could harm their reputation, said Jordan, who is set to discuss the findings in a virtual panel hosted by the University of British Columbia next week.

However, a second round conducted later in the pandemic, which will be the subject of an upcoming paper, found both strategies equally effective, which suggests people’s response to public health messaging may change over time, she said.

“Thinking about how to make sure we stay updated in terms of what is effective seems important,” said Jordan. “There might be different approaches we need to encourage people to stay vigilant over time.”

No matter what messages they receive from authorities, people will face one major temptation when it comes to maintaining their newly established safety habits, said Joordens, the University of Toronto professor.

“Most of it will be surprisingly easy, (but) the caveat is the desire for humans to have contact, to have at least emotional contact,” he said.

It’s easy to plan video chats and phone calls when we’re stuck at home, but once people see their loved ones again, the urge to come closer than two metres will be hard to overcome, he said.

“It’s almost more than a habit — that’s almost more of an instinct, our need for connecting with other humans.”

This report by The Canadian Press was first published on May 8, 2020.

Paola Loriggio, The Canadian Press

Coronavirus

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

Alberta has 3,651 active cases of COVID-19. (File photo)
432 new COVID cases sets another record Friday

Central zone holds steady at 126 active cases

"We are looking seriously at the spread and determining what our next steps should be," says Alberta’s chief medical officer of health, Dr. Deena Hinshaw, as the daily number of COVID-19 cases continues to climb.
427 new COVID cases is highest in Alberta ever

Central zone has 126 active cases of COVID-19

100 Women Who Care make a donation to Sylvan Lake Food Bank and Bethany Care Centre. Photo By Megan Roth/Sylvan Lake News
100 Women Who Care donate to four Sylvan Lake groups

The Food Bank, Bethany Sylvan Lake, Community Partners and the Library all received a donation

RCMP. (Black Press File Photo)
Calgary man dies in two-vehicle collision near Sylvan Lake

A semi truck collided with a SUV just east of Hwy. 781 on Hwy 11.

Shaelynn Decock and her dog Taco, who has been missing since Aug. 26. Photo Submitted
Sylvan Lake woman looking for closure for her stolen dog

Shaelynn Decock says it has been two months since she last saw her dog Taco

B.C. Liberal leader Andrew Wilkinson, B.C. NDP leader John Horgan and B.C. Greens leader Sonia Furstenau. (Black Press Media)
VIDEO: One day until B.C. voters go to the polls in snap election defined by pandemic

NDP Leader John Horgan’s decision to call an election comes more than a year ahead of schedule and during a pandemic

This photo provided by Air Force Reserve shows a sky view of Hurricane Epsilon taken by Air Force Reserve hurricane hunter team over the Atlantic Ocean taken Wednesday, Oct. 21, 2020.   Epsilon’s maximum sustained winds have dropped slightly as it prepares to sideswipe Bermuda on a path over the Atlantic Ocean.  The National Hurricane Center says it should come close enough Thursday, Oct. 22, evening to merit a tropical storm warning for the island.  (Air Force Reserve via AP)
Hurricane Epsilon expected to remain offshore but will push waves at Atlantic Canada

Epsilon is not expected to have any real impact on land

A voter places her absentee ballot in the ballot box, Wednesday, Oct. 7, 2020, at Merrill Auditorium in Portland, Maine. THE CANADIAN PRESS/AP/Robert F. Bukaty
American voters living in Canada increasingly being counted in presidential race

The largest number of Canadian-based American voters cast their ballots in New York and California

A composite image of three photographs shows BC NDP Leader John Horgan, left, in Coquitlam, B.C., on Sept. 25, 2020; BC Green Party Leader Sonia Furstenau, centre, in Victoria on Sept. 24, 2020; and BC Liberal Party Leader Andrew Wilkinson Pitt Meadows, B.C., on Sept. 24, 2020. THE CANADIAN PRESS/Darryl Dyck, Chad Hipolito
British Columbia votes in snap election called during COVID-19 pandemic

NDP Leader John Horgan called the snap election one year before the fixed voting date

Nunavut's provincial flag flies on a flag pole in Ottawa, on Tuesday June 30, 2020. The annual report from Nunavut's representative for children and youth says "complacency and a lack of accountability" in the territory's public service means basic information about young people needing services isn’t tracked. THE CANADIAN PRESS/Adrian Wyld
Nunavut’s young people ‘should be expecting more’ from government services: advocate

‘The majority of information we requested is not tracked or was not provided by departments’

Ryen Williams, 11, with a lost miniature horse at JJ Collett Oct. 23. Photo by Don Williams
UPDATE: Owners found

Father and son found him while out for a walk at JJ Collett

A Le Chateau retail store is shown in Montreal on Wednesday July 13, 2016. Le Chateau Inc. says it is seeking court protection from creditors under the Companies’ Creditors Arrangement Act to allow it to liquidate its assets and wind down its operations.THE CANADIAN PRESS/Ryan Remiorz
Clothing retailer Le Chateau plans to close its doors, files for CCAA protection

Le Chateau said it intends to remain fully operational as it liquidates its 123 stores

U.S. border officers at the Peace Arch crossing arrested two men on California warrants this week. (File photo)
Ottawa predicts system delays, backlogs unless court extends life of refugee pact

Canada and the United States recognize each other as safe places to seek protection

Conservative member of Parliament Michelle Rempel Garner, left to right, Conservative Leader Erin O’Toole and Conservative Deputy Leader Candice Bergen arrive to hold a press conference in Ottawa on Thursday, Oct. 22, 2020. THE CANADIAN PRESS/Sean Kilpatrick
No-confidence showdown over sweeping Tory motion on government handling of pandemic

The Conservative motion is to be put to a vote Monday and has the support of both the Bloc Québécois and NDP

Most Read