Motivating voluntary compliance to behavioural restrictions

Abstract

An effective response to crises like the COVID-19 pandemic is dependent on the public voluntarily adhering to governmental rules and guidelines. How the guidelines are communicated can significantly affect whether people will experience a sense of self-initiation and volition, protecting compliance from eroding. From the perspective of Self-Determination Theory, a broad theory on human motivation and its interpersonal determinants, effective communication involves the delicate combination of providing rules and structure in a caring and autonomy-supportive way. Research in applied domains from public messaging to education and health has shown that when social agents set limits in more autonomy-supportive, caring, and competence-fostering ways, it predicts autonomous forms of compliance, which in turn predict greater adherence and long-term persistence. Building on SDT, integrated with insights from social identity theory, we derive a practice-focused checklist with key communication guidelines to foster voluntary compliance in national crises such as the prevention of COVID-19 spread.