Why we personify threatening events

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Why we personify threatening events
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As hurricanes Lee and Margot sweep across the US, David Robson looks at why we name the things that threaten us – and whether this is helpful.

, the US will brace itself for Atlantic tropical cyclones Gaston, Tobias, Paula and Bonnie, and Eastern North Pacific cyclones Zeke, Howard, Celia and Roslyn, among others. In the Central North Pacific, the names in use are more diverse – with Hawaiian names such as Malia and Ekeka.an iconic experiment

The team's next experiments all revealed the same trend. They asked participants to consider different types of devices, for example, some of which behaved more erratically than others. They were told about a clock, for example, that would either run away from you, or jump on top of you, when you hit the snooze button.

In their final experiment, Waytz and his colleagues directly tested whether anthropomorphism successfully reduces the feelings of uncertainty – and to do so, they returned to a version of the film that Heider and Simmel had used in their classic study from the mid-1940s, with geometric shapes running around a screen.

Given these results, the personification of Covid-19 may have been a natural reaction to the huge uncertainty of the pandemic, Waytz suspects."The desire for sense-making over a very unpredictable situation, led people to anthropomorphise the disease," he says.The sense of control can offer useful comfort.

When it comes to our health, however, anthropomorphism may protect us from risk. Personifying an illness seems to make the danger feel closer and increases people's sense of vulnerability, and this encourages us to take suitable precautions, according toIn the early stages of the Covid-19 pandemic, for example, they gave participants one of two messages offering information about ways to avoid infection.

To replicate the result, the team conducted similar experiments for a variety of other diseases – and found very similar results each time. Whether the participants were examining information about vaccination for yellow fever, screening for breast cancer, sunscreen to avoid skin cancer, or means to reduce high blood pressure, messages that anthropomorphised the relevant illness encouraged greater compliance with the medical advice.

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