Our study evaluates the role of exposure to COVID-19 messaging in negativity towards COVID-19 and the intentions to engage in protective behaviors. Building on the theory of planned behavior (TPB), we derive a mediation model and test it in a sample of 737 participants (556 Romanians and 181 Kazakhs). The exposure to general information concerning COVID-19 positively predicts negative attitudes, negative emotions and the emergence of subjective norms in relation to COVID-19, as well as the likelihood of engaging in protective behavioral intentions. The exposure to humoristic communication, however, diluted the positive association between exposure to general information and negative attitudes, as well as negative emotions. The results support the overall predictions of the TPB and report positive associations between negative attitudes towards COVID-19, subjective norms and behavioral control on the one hand, and protective behavioral intentions on the other. Negative emotions significantly predict the likelihood of engaging in protective behaviors. Our results also show that older respondents tend to develop more negative attitudes towards COVID-19, yet they do not report stronger intentions to engage in protective behaviors than younger respondents. An important emergent result shows that time lapse seems to increase negativity towards COVID-19, yet it does not directly increase the likelihood of engaging in protective behaviors. Implications for public health communication related to COVID-19 are discussed.
Keywords: COVID-19; attitudes; emotions; humor; public communication; theory of planned behavior.