Collectivism fosters preventive behaviors to contain the spread of COVID‐19: Implications for social marketing in public health

Cho, Hyewon; Guo, Yafei; Torelli, Carlos J.

doi:10.1002/mar.21613

Cited by 28 publications

(27 citation statements)

References 38 publications

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“…Future research should test additional reasons why scarcity reduces the sense of priority and willingness to receive a vaccine. For example, different reasons such as prosociality, motivated reasoning, and feelings of powerlessness and resignation may operate simultaneously, and individual as well as societal factors, such as collectivism (Cho et al, 2021), must be considered holistically. Furthermore, in Study 2, we used a one‐item measure for compassion for individuals in high‐risk groups for COVID‐19.…”

Section: Discussionmentioning

confidence: 99%

Scarcity in COVID‐19 vaccine supplies reduces perceived vaccination priority and increases vaccine hesitancy

Pereira

Fehl

Jiga‐Boy

et al. 2021

Psychology and Marketing

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In two experimental studies, we tested the effect of COVID‐19 vaccine scarcity on vaccine hesitancy. Based on extensive scarcity literature, we initially predicted that high (vs. low) scarcity would increase demand for vaccines, operationalized as one's willingness to receive a vaccine. Contrary to this prediction, Study 1 showed that scarcity of vaccines reduced participants’ sense of priority which, in turn, also reduced their vaccination intentions. Trust in doctors moderated the effect of perceived vaccination priority on vaccination intentions such that for individuals with high trust in doctors, reduced perceived priority did not reduce their vaccination intentions as much. Study 2 replicated these effects with a more general population sample, which included at‐risk individuals for COVID‐19 complications. At‐risk participants (vs. low‐risk) had higher perceived vaccination priority, but describing vaccine doses as scarce reduced vaccination intentions similarly across both groups. Moreover, Study 2 demonstrated that compassion for others is a boundary condition of the effect of vaccine scarcity on vaccination intentions. For participants with high compassion, scarcity reduces willingness to receive a vaccine; for participants with low compassion, scarcity increases their willingness to be vaccinated. Our results suggest that health policymakers need to deemphasize the scarcity of vaccines to increase vaccine acceptance.

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Section: Discussionmentioning

confidence: 99%

Scarcity in COVID‐19 vaccine supplies reduces perceived vaccination priority and increases vaccine hesitancy

Pereira

Fehl

Jiga‐Boy

et al. 2021

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

“…Collectivism was even cited among lay members of the public in qualitative research examining the prevention behaviors of Chinese–Canadians during the early wave of the COVID-19 pandemic (Lee et al, 2021 ) – giving face validity to the hypothesized link between collectivism and prevention behavior. These are further supported with individual-level quantitative research showing that greater collectivism is associated with more support for and uptake of COVID-19 prevention behaviors (Bok, Shum, Harvie, & Lee, 2021 ; Cho, Guo, & Torelli, 2022 ; Lu, Jin, & English, 2021 ; Travaglino & Moon, 2021 ; Yu, Lau, & Lau, 2021 ). Greater collectivism has also been shown to be correlated with fear of COVID-19 (Ahuja, Banerjee, Chaudhary, & Gidwani, 2021 ; Germani, Buratta, Delvecchio, & Mazzeschi, 2020 ).…”

Section: The Role Of Individualism–collectivism In the Covid-19 Pandemicmentioning

confidence: 67%

Collectivism, individualism and COVID-19 prevention: a cross sectional study of personality, culture and behavior among Canadians

Card

2022

Health Psychology and Behavioral Medicine

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Background Collectivism has been identified as a protective factor against COVID-19 – perhaps due to increased conformity with social norms regarding prevention behaviors. Other studies have also found that individualism can inspire uptake of preventative behaviors as a means of personal protection. It is possible that these cultural orientations may promote different patterns of prevention (e.g. mask wearing vs. social distancing). Furthermore, existing studies examining the role of individualism and collectivism during the COVID-19 pandemic have frequently failed to account for other psychological processes, including differences in personality, which could help provide a better understanding of the psychological process underlying prevention behavior. Methods Participants were recruited using social media advertisements. The Cultural Orientations Scale measured individualism–collectivism and hierarchism-egalitarianism. The Ten Item Personality Inventory measured the five factor model of personality. Multivariable models, dominance analyses and structural equation mediation tests were used to identify the most important predictors of COVID-19 prevention behavior (i.e. mask-wearing, hand-washing, reducing social interactions, physical distancing, staying at home and social bubbling), controlling for demographic and situational factors. Results Among 774 participants, most (i.e. 60–80%) reported uptake of COVID-19 prevention behaviors. Higher vertical (hierarchical) collectivism was associated with staying at home and higher horizontal (egalitarian) individualism was associated with mask-wearing and reducing social interactions. Neither Vertical Collectivism nor Horizontal Collectivism were significantly associated with any of the prevention behaviors when controlling for personality traits and confounding variables. Agreeableness was identified as a key mediator of the correlation between these cultural orientations on general uptake of COVID-19 prevention behaviors. Conclusions Cultural orientations (e.g. collectivism-individualism, hierarchism-egalitarianism) and personality traits (e.g. Agreeableness) are salient correlates of COVID-19 prevention behaviors and therefore should be accounted for in the development, design and delivery of health promotion messages aiming to increase uptake of these behaviors.

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“…Third, the data in the current study is silent on the underlying mechanisms of cultural influence on guideline compliance. Mediation analysis in previous studies revealed that collectivism led to self-report guideline compliance because collectivist individuals (1) were more concerned about others ( 10 ), were more likely to perceive guideline compliance as a normative behavior that was considered as important by others ( 5 , 6 ), trusted the government more ( 21 ), and felt less powerlessness (i.e., the sense of being unable to make a meaningful impact on important issues) ( 22 ). Collectivistic orientation has also been linked with higher perceived risk of infection ( 23 ), which might be another mediator of cultural influence on guideline compliance because people may incline to reduce outside activities if they worry about being infected.…”

Section: Discussionmentioning

confidence: 99%

“…For example, collectivist cultures led to slower increase in prevalence rate and mortality rate within a 30-day timeframe after a region's lockdown (4). Over a longer period, such as the first three months from the first reported case or the whole year of 2020, a positive correlation between regional collectivism and COVID-19 prevalence and mortality has also been consistently found, showing that less cases of infection and death were reported in more collectivist regions (5)(6)(7)(8)). Such regional differences may partly result from people's guideline compliance, such that people with more collectivist orientation were more willing to comply with governmental guidelines and engage in preventive behaviors such as mask wearing and social distancing (5,6,(9)(10)(11).…”

Section: Introductionmentioning

confidence: 94%

Collectivism reduces objective mobility trends to public areas during the COVID-19 pandemic

Dang

Xiao²

2022

Front. Public Health

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In order to slow down the spread of the coronavirus, staying at home and avoiding going outside have been either strongly recommended or stringently enforced by governments all over the globe. Previous studies found that people with more collectivist orientation were more willing to comply with governmental guidelines and engage in preventive behaviors such as social distancing. However, these studies were based on self-report data within a short period. The current study aims to overcome these limitations by using objective mobility data generated by Google users all over the world during the past two years, thus providing a stronger test for the predictive effect of collectivism on preventive measures in response to the pandemic. We found consistent results at both the US state level (n = 50) and the country/territory level (n = 133), such that people in more collectivistic regions reduced their visits to and length of stay at certain public areas such as parks during the past two years. Our findings emphasize the importance of cultural values in face of global crises.

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Collectivism fosters preventive behaviors to contain the spread of COVID‐19: Implications for social marketing in public health

Cited by 28 publications

References 38 publications

Scarcity in COVID‐19 vaccine supplies reduces perceived vaccination priority and increases vaccine hesitancy

Scarcity in COVID‐19 vaccine supplies reduces perceived vaccination priority and increases vaccine hesitancy

Collectivism, individualism and COVID-19 prevention: a cross sectional study of personality, culture and behavior among Canadians

Collectivism reduces objective mobility trends to public areas during the COVID-19 pandemic

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