How to Really Change Minds Around Wearing Masks
In the face of the COVID-19 pandemic and its nearly unchecked spread in the United States, it’s understandably tempting to point fingers at people refusing to wear masks, social distance, and stay home, all measures we know work to curb virus spread. For those of us who are high risk, who are less likely to make it out the other side if the virus finds its way into our bodies, it can feel like a personal attack when people refuse to do their part. Shaming can be cathartic, and arguably warranted, but it’s also ineffective. As good as it feels to give side-eye to people you pass on the street who are absent a mask, it’s unlikely to change their behavior.
Forceful language that paints health behaviors as black and white tends to lead to resistance and reactance in those hearing the message. Reactance is a psychological pushback that occurs when people perceive their autonomy or freedom is being taken away. Even though wearing a mask in public is correct behavior in the face of a pandemic, backed by mountains of evidence, people who feel they are forced into changing their normal behavior are likely to resist. Even though mask-wearing is keeping them safe, and keeping the people they care about safe, they are likely to fight to restore their freedom not to wear a mask because they feel forced into the behavior.
