Communication and physical/social distancing: Using mind genomics cartography to inform and drive social policy

Nick Bellissimo, professor in the School of Nutrition, is taking an international approach to explore how members of the public are responding to public health recommendations about physical distancing during the COVID-19 pandemic. "We have little knowledge regarding the population's thoughts around the situation, implementation practices, and communication strategies regarding physical distancing," says Bellissimo. "There are still misconceptions and often a lack of compliance." Bellissimo will apply an emerging science-Mind Genomics-to these questions. Using methods rooted in statistics, market research, and experimental psychology, Bellissimo will examine voluntary compliance behavior and how to optimize this through targeted messaging. His objective is to use consumer research tools that drive purchase decisions to motivate and drive changes in social behaviour, and to map these results. By mapping population 'mindsets' surrounding physical distancing, the research team will produce information that can help local authorities adjust messaging to improve compliance to recommendations during the current and expected second wave of the COVID-19 virus worldwide. Bellissimo will explore mindsets and solutions in Italy, Spain, the United Kingdom, Israel, Palestine, India, and Germany. This follows work he has already done in Canada and the United States. Bellissimo is working with Howard R. Moskowitz, external link, creator of Mind Genomics. To learn more about this project, read the Office of the Vice President, Research and Innovation's article "Researchers propose way of improving communication around physical distancing" that was originally published on April 15, 2020.