Assessment of the Effectiveness of Identity-Based Public Health Announcements in Increasing the Likelihood of Complying With COVID-19 Guidelines: Randomized Controlled Cross-sectional Web-Based Study.

When participants received an identity-framed PSA that was not aligned with their identity, it did not significantly influence their likelihood of complying, although both nonaligned PSAs approached significance with negative coefficients (Christian-framed PSA: P =.10; economy-framed PSA: P =.10), which suggests that a nonaligned PSA may potentially be more damaging to compliance than a control PSA.

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