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Original Article

Social Comparisons for Following Health Recommendations and Their Relation to Worry and Intentions During COVID-19

Published Online:May 03, 2021https://doi.org/10.1027/2512-8442/a000080

Abstract

Abstract.Background: During uncertain threatening situations, people make social comparisons that influence self-evaluations, inform decisions, and guide behavior. In 2019, an emerging infectious disease (COVID-19) became a pandemic and resulted in unparalleled public health recommendations (e.g., social distancing, wear masks in public). Aims: The current research examined people’s beliefs about how their own compliance to recommendations compared to others and explored the unique associations between social comparisons, worry, risk perceptions, and intentions for health-protective action. Method: An adult sample of US residents (N = 452) completed an online, cross-sectional survey about their thoughts, feelings, and behaviors in the early stages of the COVID-19 pandemic. Results: First, participants reported better-than-average compliance beliefs. Second, comparative beliefs were positively (and uniquely) associated with intentions for future compliance-related behaviors and general risk-reduction behaviors (e.g., information seeking) – particularly for participants who viewed COVID-19 as threatening. Finally, the relation between comparative beliefs and intentions was indirect through worry (but not risk), though alternative models also achieved support. Limitations: Our findings are limited by our use of a cross-sectional design, methodological choices, and our lack of behavioral measures. Conclusions: Overall, results demonstrate that people are attentive to their comparative levels of compliance behaviors during an infectious disease pandemic. Results are discussed in terms of their theoretical implications and the relevance of social comparisons for self-protective action during a pandemic.

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