ACCI Conference 2024

Public health typically views the community as the entity being served rather than an active partner in addressing threats. Yet, marketing theory suggests that membership in a brand community predisposes members to act in ways that support the brand. To date, no study has explored whether there is evidence of a public-health community with a mindset supportive of public-health objectives. Using data from 24,400 US adults, we examine evidence of a public-health mindset in the behavioral response to COVID-19. We find that consciousness of one public health threat was associated with more rapid and persistent behavioral response to another. People with an increased consciousness of food safety were more likely to respond to calls for behavioral responses to COVID-19 directly (beta: March=.150; April=.130;May=.213) and indirectly through COVID-19 concern (beta: March=.141;April=.148;May=.166). Similar results were found for environmental responsibility. Our results suggest an opportunity to build a public health mindset by expanding messaging beyond individual threats to include a focus on a shared understanding, practices, and sense of responsibility. Emphasizing this mindset, public health campaigns can foster and support a responsive community that is ready for action when new threats emerge.

Author(s): Rebekah Carnes, Dee Warmath, Janani Thapa