The role of visuals in the perceptions of risk and of self-efficacy and the behaviors towards the pandemic of Covid-19

The Covid-19 has spread rapidly, becoming a global health crisis. In crises, especially in public health problems such as a pandemic, it is important to reach the target audience effectively. In this process, the use of visuals helps to convey risk messages effectively. To control the pandemic and prevent its spread, individuals’ risk perception, self-efficacy and behaviors towards the pandemic are of great importance. The aim of this study is to measure how the visuals those individuals are exposed to about the Covid-19 pandemic affect their perceived risk level and self-efficacy, and how these relationships direct their behavior towards the pandemic. For the implementation of the study, data were collected from 410 people working in public institutions, in Türkiye. Structural equation modeling, t-test and Anova techniques analyzed the data collected in the survey conducted in the survey model. According to the research results, gender and educational status significantly affect employees’ attention to visuals and risk perception. According to the results of the research model, the research factors affect each other positively. Individuals’ interest in visuals increases their perceived risk and self-efficacy perceptions. Perceived risk and self efficacy for the epidemic, on the other hand, affect their behavior towards the epidemic.