Guided by regulatory focus theory and construal level theory, this study investigates the interaction impact of two different message strategies on consumer compliance with store signs that mandate facemask wearing before entry: the gain-loss frame and self-other appeals. This study also examined how perceived risks of contracting COVID-19 would moderate the effects of the two message framing. A 2 Message Framing (gain vs. loss frame) x 3 Self-Other Appeals (self-interest vs. close-others-interest vs. distant-others-interest) between-subject online experiment with 122 U.S. Mturk users was conducted in September 2020. Results showed that only when perceived risks were low, the two message strategies would significantly influence people’s issue judgment regarding wearing face masks while shopping. Specifically, community-gain framed messages (vs. community-loss framed message) and family and friends-loss framed messages (vs. community-loss framed messages) were more persuasive for those with low perceived susceptibility to COVID-19. Theoretical implications, management implications, limitations and future research directions are discussed.
