How Risky Is It to Not Wear a Mask? Moral Emotions Increase Risk Perception and Public Health Behaviours during the Coronavirus Epidemic

In an Indian sample, appealing to moral emotions (based on target and valence) to maximise COVID-19 related preventative health behaviours (PHBs) is highlighted. In a 2 x 2 between-subjects experiment, message frames were non-significant predictors of PHBs, and moral emotions were antecedents of prosocial behaviour in lieu of personal benefit.