Social influence matters when it comes to following pandemic guidelines

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, Ph.D., 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.”

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