The role of uncertainty, proactive and preventive advertising messages during the COVID-19 pandemic: a preliminary study

Uncertainty permeates human existence and often dictates individuals’ perception, actions, and decisions. Such condition is often exacerbated by external factors and Global events like financial, geopolitical, and health related crises. While research has unraveled the power that public communications can have in reducing uncertainty, little is known on how commercial messages (for example advertising campaigns) can effectively address and communicate during such crises. The results of a preliminary study conducted with real advertising campaigns during the first wave of the COVID-19 pandemic show how individuals react more positively to an advert constructed on a proactive message (aimed at empowering the individual) than a preventive message (aimed at protecting the individual). Together with discussing the results, the authors suggest potential avenues for future research.