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Rationale: Physical distancing has been identified as an efficient tool to minimize the spread of COVID-19, but lack of compliance to it is still an issue The aim of the study was to explore participant mindsets on this topic using artificial intelligence and accordingly build messages for each mindset to help people achieve physical distancing and overall wellbeing Methods: An online experiment was conducted, using systematically varied combinations of elements (answers) using the science of Mind Genomics (a conjoint analysis) There were 16 elements (answers), each respondent rated 24 combinations (concepts), with each combination/vignette comprising 2-4 elements The questions focused on the level of risk related to COVID-19, strategies to enhance physical distancing compliance, the correct source of communicator of the policy and different physical distancing practices Each vignette was rated on a 5-point scale (1=Not me at all;5=Perfectly me) Using snowball sampling, 117 residents aged 18-80 years from United Arab Emirates completed the study p<0 05 was used for statistical significance Results: In the total panel, the strongest performing elements were those communicated by the government (p<0 01) and the clergy (p<0 05);with no differences between gender and age groups Three mindset segments were identified: 1) followers of the general strategies of physical distancing, 2) those interested in novel ways of practicing physical distancing, and 3) fascinated onlookers of the pandemic Conclusion: Our results conclude that the government and clergy should communicate the health-related messages and provide specific strategies to enhance compliance of physical distancing in UAE References: Bellissimo, Nick and Gabay, Gillie and Moskowitz, Howard R , Driving Social Distancing – Profoundly & Quickly Understanding the Mind of the Citizen to Create Actionable Instructions & Long-Term Archival Knowledge (April 6, 2020) Available at SSRN: or Disclosure of Interest: None declared
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