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The new coronavirus disease (COVID-19) threatens the lives of millions ofpeople around the world, making it the largest health threat in recent times.Billions of people around the world are asked to adhere to strictshelter-in-place rules, finalised to slow down the spread of the virus. Appealsand messages are being used by leaders and policy-makers to promote pandemicresponse. Given the stakes at play, it is thus important for social scientiststo explore which messages are most effective in promoting pandemic response. Infact, some papers in the last month have explored the effect of severalmessages on people's intentions to engage in pandemic response behaviour. Inthis paper, we make two contributions. First, we explore the effect of messageson people's actual engagement, and not on intentions. Specifically, ourdependent variables are the level of understanding of official COVID-19pandemic response governmental informative panels, measured throughcomprehension questions, and the time spent on reading these rules. Second, wetest a novel set of appeals built through the theory of norms. One messagetargets the personal norm (what people think is the right thing to do), onetargets the descriptive norm (what people think others are doing), and onetargets the injunctive norm (what people think others approve or disapproveof). Our experiment is conducted online with a representative (with respect togender, age, and location) sample of Italians. Norms are made salient using aflier. We find that norm-based fliers had no effect on comprehension and ontime spent on the panels. These results suggest that norm-based interventionsthrough fliers have very little impact on people's reading and understanding ofCOVID-19 pandemic response governmental rules.

The effect of norm-based messages on reading and understanding COVID-19 pandemic response governmental rules