“I stay at work for you, you stay at home for us.” Does this Covid-19 campaign work for the youth in Asia?
Keywords:Covid-19, guilt appeal, empathy, responsibility, social distancing
This study investigated the relationship between guilt appeal and compliance with social distancing measures. We proposed that the relationship is double mediated by empathy and responsibility for the unfortunate people who have suffered from COVID-19. This research is novel to an extent as an experimental method is used in the Asian context. The results exhibited that guilt positively affected compliance with social distancing measures. The respondents were directly or indirectly compliant due to the emotions of empathy and responsibility. The theoretical and practical contributions of this study were presented.