I use a COVID-19 contact-tracing app. Do you? Regulatory focus and the intention to engage with contact-tracing technology

Ross, Guy Moshe

According to regulatory focus theory, goal-directed behavior is regulated by two motivational systems – promotion and prevention. The two systems differ in what motivates behavior and in which strategies people use to achieve their goals. Individuals with a promotion focus are motivated by growth and prefer to use eager strategies, whereas those with a prevention focus are motivated by security and safety and prefer to use vigilant strategies. Based on regulatory focus theory, it is proposed that there is a relationship between the intention to use COVID-19 contact-tracing apps and goal-directed motivation. Two studies tested this proposal. Study 1 examined the relationship between participants’ chronic regulatory focus (measured with questionnaires) and the intention to use contact-tracing apps. It was found that apps usage intention was positively associated with prevention focus. A mediation analysis showed that the relationship between prevention focus and apps usage intention was mediated by privacy and information security concerns. The stronger the prevention focus, the weaker the concerns about privacy and information security, and thus, the stronger the intention to use contact-tracing apps. Study 2 used priming to have participants adopt either a momentary promotion focus or a momentary prevention focus, after which they were asked about their intention to use contact-tracing apps. It was found that a situationally induced regulatory focus influenced the intention to use contact-tracing apps. A moderation analysis showed that age moderated the relationship between regulatory focus and apps usage intention. Among younger participants, those with a prevention focus were more likely to report an intention to use contact-tracing apps than those with a promotion focus. The effect was reversed for older participants such that those with a promotion focus were more likely to report an intention to use contact-tracing apps than those with a prevention focus. Implications for public health are discussed.