Review: Social norms motivate COVID-19 preventive behaviors

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Review: Social norms motivate COVID-19 preventive behaviors

Review: Social norms motivate COVID-19 preventive behaviors

This working paper suggests that perceived social norms has a large effect on individuals’ willingness to perform different preventive behaviors.

In a large national survey of nearly 4,000 people, researchers determined that horizontal communication between friends and family is likely more effective in getting people to engage in COVID-19 preventive behaviors than from top-down communication from authority figures, opinion leaders, and mainstream media. Increasing people’s perceived norms likely leads to not only adopting preventive behaviors but also performing them more regularly. It is important to increase people’s perceptions of both the frequency of preventive behaviors enacted by close social network members and approval of those behaviors by the same group.

|2020-05-11T11:50:24-04:00May 11th, 2020|COVID-19 Literature|0 Comments

About the Author: Maria Brann

Maria Brann
Dr. Maria Brann, PhD, MPH, is a professor in the Department of Communication Studies in the School of Liberal Arts at IUPUI and affiliate faculty with the Injury Control Research Center at West Virginia University. She explores the integration of health, interpersonal, and gender communication. Her translational focus and mixed methods approach are woven throughout her health vulnerabilities research, which advocates for more effective communication to improve people’s health and safety. Her primary research interests focus on the study of women’s and ethical issues in health communication contexts and promotion of healthy lifestyle behaviors to improve personal and public health and safety. She researches communication at both the micro and macro levels and studies how communication influences relationships among individuals and with the social world.

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