Driving Public Compliance with the Health Policy of Social Distancing: The Case of the COVID-19 Pandemic in India

16 Pages Posted: 15 Apr 2020

See all articles by Gillie Gabay

Gillie Gabay

College of Management Academic Studies

Nick Bellissimo

Ryerson University

Ido Garbi

IGPT Innovation

Vineeta kommineni

Independent Researcher

Glenn Zemel

DuPage Valley Anesthesiologists

Attila Gere

Saint Istvan University

Howard R. Moskowitz

Mind Genomics Associates, Inc

Date Written: April 1, 2020

Abstract

The paper presents a new approach to understand the mind of the person in order to drive desired action in crisis situation, specifically the COVID-19 pandemic. Respondents evaluated systematically varied, unique sets of 24 combinations comprising communication messages addressing four aspects about social distancing: the perceived risk, the specific action desired, the compliance policy, and the agent of the information, respectively. The rating was the degree to which the combination was believed to ‘describe the respondent,’ a way of describing disagree/agree in a colloquial fashion. The analysis revealed the degree to which each message drives each of the four desired calls to action for social distancing. The approach provides a rapid, scalable cost-effective, and iterative capability to identify what to say to the public and how to say it. The application for social distancing was designed, executed, and competed in a three-hour period, with specific direction about what must be done, and the capability of pivoting to further improve the specific recommendation regarding social distancing and COVID-19 pandemic.

Keywords: COVID-19, social distance, Mind Genomics, conjoint analysis, mindsets

Suggested Citation

Gabay, Gillie and Bellissimo, Nick and Garbi, Ido and kommineni, Vineeta and Zemel, Glenn and Gere, Attila and Moskowitz, Howard R., Driving Public Compliance with the Health Policy of Social Distancing: The Case of the COVID-19 Pandemic in India (April 1, 2020). Available at SSRN: https://ssrn.com/abstract=3566655 or http://dx.doi.org/10.2139/ssrn.3566655

Gillie Gabay

College of Management Academic Studies ( email )

Nick Bellissimo

Ryerson University ( email )

350 Victoria Street
Toronto, Ontario M5B-2K3
Canada

Ido Garbi

IGPT Innovation ( email )

Vineeta Kommineni

Independent Researcher ( email )

Glenn Zemel

DuPage Valley Anesthesiologists ( email )

Attila Gere

Saint Istvan University ( email )

Páter Károly u. 1
Gödöllõ, 2100
Hungary

Howard R. Moskowitz (Contact Author)

Mind Genomics Associates, Inc ( email )

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