Why Are Some People Not Socially Distancing during COVID-19? A Segmentation Study


Session Overview: 

In this session from the 2020 GovComms Festival, Denni Arli explains why some people may not be abiding by social distancing guidelines as much as they should.

Denni Arli is an Assistant Professor of Marketing at the University of Minnesota Duluth.

Arli examines the results of a study that tried to find out why people do not socially distance, taking into account demographic profiles such as: gender, age, income and political affiliation. Which groups are most likely to violate social distancing rules?

Arli discusses the three types of social distancers: the followers, the in-betweeners and the rebels. Followers accounted for 74% of those surveyed and 5% were rebels.

Arli also explains the Health Belief Model, which suggests that an individual’s perception of the threat level of a disease is the prime motivator of behaviour. He also explains other potential reasons why people would be inclined to violate social distancing rules.

After watching this video, you will be able to:

  • Understand which demographics of people are most likely to violate social distancing guidelines.
  • Explain why those demographics violate social distancing guidelines.
  • Implement effective social distancing campaigns that take into account differences in stakeholder attitudes.

Please note that this is a recording of a live presentation.