Effective responder communication, perceived responder legitimacy, and group identification predict public cooperation and compliance in a mass decontamination visualization experiment

This article describes a visualization experiment that tests hypotheses based on the social identity approach about effectiveness of communication strategies during mass decontamination. Specifically, the mediating role of social identity processes between effective responder communication and relevant outcome variables (e.g., public compliance), is examined. After visualizing that they had been involved in a hypothetical incident involving decontamination, participants ( N = 129) received one of three different communication strategies: (1) health‐focused information about decontamination, sufficient practical information; (2) no health‐focused information, sufficient practical information; and (3) no health‐focused information, low practical information. The communication strategy perceived as most effective included health‐focused information and practical information; this resulted in the highest levels of expected compliance, mediated by social identity variables. Implications for management of mass decontamination are discussed.