Predicting behavioral intentions to prevent or mitigate COVID-19: A cross-cultural meta-analysis of attitudes, norms and perceived behavioral control effects

Abstract

We examined the effectiveness of attitudes, social norms and perceived behavioral control on behavioral intentions and behaviors that prevent and mitigate COVID-19 infections and collateral negative consequences. We conducted a random-effects meta-analysis with 29 effect sizes from 19 studies involving data from 11 countries (N = 15,328). We found strongest effects for perceived behavioral control, but also moderately strong effects of social norms. This is practically important in a pandemic environment because social norms in other health contexts typically show negligible effects and advice based on non-pandemic contexts may be misguided. Examining moderator effects, we are the first to demonstrate that in contexts with strong endorsement of social norms, norm-behavior effects were strengthened. Focusing on societal level differences, both wealth and individualism increased the strength of association between perceived behavioral control and behavioral intentions. We discuss the practical and theoretical implications of the findings for behavior change and public health interventions.

The interactional production and breach of new norms in the time of COVID‐19: Achieving physical distancing in public spaces

“…Apparent breaches of the rules were publicised heavily in the UK press (Reicher & Drury, 2021). Perceived approval and adherence by others were among the key predictors of adherence to physical distancing (Fischer & Karl, 2020; Tunçgenç et al, 2021). These patterns suggest that physical distancing operated as both a descriptive norm and an injunctive norm.…”

“…Norms have typically been investigated using retrospective research designs including questionnaire surveys (e.g., Fischer & Karl, 2020; Tunçgenç et al, 2021). While these approaches can capture patterns of response and are typically high in reliability, they lack depth and detail.…”

Brain and behavior in health communication: The Canadian COVID-19 Experiences Project

“…Social norms have been identified as being potentially important determinants of intention to perform COVID-19 mitigation behaviors and mitigation behaviors themselves ( Fischer and Karl, 2020 ). Several types of norms are assessed in the survey, including descriptive, injunctive and dynamic norms.…”

The Canadian COVID-19 Experiences Project: Design and Protocol

“…Social norms have been identified as being potentially important determinants of intention to perform COVID-19 mitigation behaviors and mitigation behaviors themselves. [17] Several types of norms are assessed in the survey, including descriptive, injunctive and dynamic norms.…”