During the COVID-19 pandemic, contact tracing apps such as the German Corona-Warning-App (CWA) were introduced to facilitate contact tracing of infected individuals with the aim of breaking chains of infection. Therefore, using a contact tracing app is beneficial to society as a whole. Even though this is a good cause, the rather reluctant use of the CWA in the beginning indicated that the pains (e.g., privacy concerns) obviously outweighed the gains (helping others) at the level of the individual user. Thus, in order to identify what lies behind the gain of this app and how it can be promoted, we were interested in the individual's moral perspective (helping others) on the app. We expected a positive relation between CWA download and moral intensity derived from (i) the magnitude or seriousness of consequences, (ii) social norms about app use, (iii) the individual proximity to COVID-19 cases, and (iv) the probability of the app's positive effect. Using a heterogeneous German sample of N = 1,454, we found a strong influence of moral intensity on app download. Furthermore, a manipulation of moral intensity among non-users led to a higher number of downloads in a follow-up study (N = 662) as compared to the population. Our results show possibilities to enhance the adoption of contact tracing apps and potentially other apps for the common good in the population.
Keywords: COVID-19; Consumer social responsibility; Contact tracing apps; Gain and pain of technology use; Moral intensity; Social norms.
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