New research published in the British Journal of Psychology indicates that social influence has a large impact on people’s adherence to COVID-19 guidelines.
In the analysis of information from 6,674 people in 114 countries, investigators found that people distanced most when they thought their close social circle did. Such social influence mattered more than whether people thought that distancing was the right thing to do.
The findings suggest that to achieve behavioral change during crises, policymakers must emphasize shared values and harness the social influence of close friends and family.
“We saw that people didn’t simply follow the rules if they felt vulnerable or were personally convinced. Instead, this uncertain and threatening environment highlighted the crucial role of social influence,” said lead author Bahar Tunçgenç, PhD, of the University of Nottingham, in the UK. “Most diligent followers of the guidelines were those whose friends and family also followed the rules. We also saw that people who were particularly bonded to their country were more likely to stick to lockdown rules—the country was like family in this way, someone you were willing to stick your neck out for.”
Tunçgenç noted that efforts to improve adherence to COVID-19 guidelines might include the use of social apps, similar to social-based exercise apps, that tell people whether their close friends are enrolled for vaccination. Using social media to demonstrate to friends that you are following the rules, rather than expressing disapproval of people who aren’t following them, could also be an impactful approach. In addition, public messages by trusted figures could emphasize collectivistic values, such as working for the benefit of loved ones and the community.
Additional Information
Link to Study: https://bpspsychub.onlinelibrary.wiley.com/doi/10.1111/bjop.12491
About Journal
The British Journal of Psychology publishes original research on all aspects of general psychology including cognition; health and clinical psychology; developmental, social and occupational psychology. For information on specific requirements, please view Author Guidelines.
About Wiley
Wiley drives the world forward with research and education. Through publishing, platforms and services, we help students, researchers, universities, and corporations to achieve their goals in an ever-changing world. For more than 200 years, we have delivered consistent performance to all of our stakeholders. The Company's website can be accessed at www.wiley.com.