Media exposure and intentions to wear face masks in the early stages of the COVID-19 outbreak: the mediating role of negative emotions and risk perception

ABSTRACT Guided by the Appraisal Tendency Framework (ATF) and the Protection Motivation Theory (PMT), this study investigated the relationships between exposure to COVID-19 information conveyed through mainstream media and social media, negative emotions, risk perception, and intentions to wear face masks. An online survey was conducted with 590 Americans during the early stages of the COVID-19 pandemic (April 2020). Results indicated that while mainstream media were associated with fear, anxiety, and anger, social media were not. In turn, fear and anxiety were positively associated with risk perception, which increased intentions to wear face masks. Anger was negatively associated with risk perception, which reduced intentions to wear face masks. Mediation analyses revealed that these negative emotions and risk perception mediated the association between mainstream media exposure and intentions to wear face masks. Results provided support for the utility of integrating of the ATF and PMT to predict mask wearing behavior in the early stages of the COVID-19 outbreak. Theoretical and practical implications were discussed.