(The Canadian Press)

(The Canadian Press)

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

Peers in particular can reinforce or undermine new habits, because humans have a strong desire to fit in

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.

ALSO READ: Here’s a phase-by-phase look at how B.C. hopes to re-open parts of society

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.

ALSO READ: British Columbians can double their ‘pandemic bubble’ mid-May, but no large gatherings

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.”

Paola Loriggio, The Canadian Press

Like us on Facebook and follow us on Twitter.

Want to support local journalism during the pandemic? Make a donation here.

Coronavirus

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

Just Posted

Langley MP Tako van Popta visited Aldergrove's Return-It Depot to commend owner Sung Kim on the oil collection project. (Ryan Uytdewilligen/Aldergrove Star)
Langley MP commends Aldergrove Return-It Depot’s environmental efforts

Oil collection has been occuring at the facility since December through the help of a grant

Police were called to the scene of 198A Street and 81st Avenue on the evening of Thursday, Jan. 21, 2021. (Curtis Kreklau/Special to Black Press Media)
VIDEO: Possible shots fired on Langley/Surrey border Thursday evening

Police had one vehicle towed and gathered evidence at the scene

Snow is forecasted to appear in parts of Metro Vancouver this weekend. (Black Press Media files)
WEATHER: Flurries in the forecast for Sunday

Langley could see snow throughout the week starting Jan. 23

(Black Press Media files)
Snowfall expected for Lower Mainland on Saturday night, Sunday morning

2 to 5 cm of snow predicted Metro Vancouver, according to Environment Canada

Agates like these are up for auction on Jan. 27 at Aldergrove’s Able Auctions site. (Able Auctions/Special to the Langley Advance Times)
Gems and geodes up for auction in Aldergrove

The auction has everything from diamonds to amber

Toronto Public Health nurse Lalaine Agarin sets up for mass vaccination clinic in Toronto, Jan. 17, 2021. B.C. is set to to begin its large-scale immunization program for the general public starting in April. THE CANADIAN PRESS/Frank Gunn
B.C.’s COVID-19 mass vaccinations expected to start in April

Clinics to immunize four million people by September

The Vancouver-based SAR team successfully rescued two lost snowshoers off of the west side of Tim Jones Peak in the early morning of Monday, Jan. 19. (North Shore Rescue photo)
B.C.’s busiest SAR team raises alarm after 2021 begins with fatality, multiple rescues

‘People beyond ski resort areas of Seymour, Grouse, and Cypress go without cell reception,’ SAR warns

Post-COVID-19 recovery clinic in Surrey, at Jim Pattison Outpatient Care and Surgery Centre. (Photo: Fraser Health)
Surrey gets one of three post-COVID-19 recovery clinics

The Jim Pattison Outpatient Care and Surgery Centre is located at 9750 140th Street

Competitors make their way through the course at the 2019 Canadian Cross Country Championships, which was hosted by Abbotsford in 2019. (File photo)
Abbotsford to host 2023 Canadian Cross Country Championships

Clearbrook Park last hosted the event in 2019, Ottawa hosting 2021 and 2022 races

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Abbotsford Police officers investigate the scene after a pedestrian was struck and killed on Friday morning. (Ben Lypka/Abbotsford News)
Male pedestrian, 37, killed in Abbotsford after being struck by vehicle

Collision took place in 31800 block of South Fraser Way on Friday morning

Police are searching for an alleged sex offender, Nicole Edwards, who they say has not returned to her Vancouver halfway house. (Police handout)
Police hunt for woman charged in ‘horrific’ assault who failed to return to Surrey halfway house

Call 911 immediately if you see alleged sex offender Nicole Edwards, police say

A screenshot from a local Instagram account video. The account appeared to be frequented by Mission students, and showed violent videos of students assaulting and bullying other students.
Parents, former students describe ‘culture of bullying’ in Mission school district

Nearly two dozen voices come forward speaking of abuse haunting the hallways in Mission, B.C.

Joe Biden, then the U.S. vice-president, and Prime Minister Justin Trudeau take their seats at the start of the First Ministers and National Indigenous Leaders meeting in Ottawa, Friday, Dec. 9, 2016. THE CANADIAN PRESS/Adrian Wyld
Trudeau, Biden to talk today as death of Keystone XL reverberates in Canada

President Joe Biden opposed the Keystone XL expansion as vice-president under Barack Obama

Most Read