Testing an integrated theory: Distancing norms in the early months of COVID-19

We draw on norms theory to develop hypotheses about norms regulating social distancing during the Covid-19 pandemic. We identify two theoretical approaches-the consequentialist and social cues approach-and argue that understanding norms will be enhanced by integrating these two approaches. We apply these general theoretical approaches to the Covid-19 pandemic to suggest concrete hypotheses regarding distancing norms. We test our hypotheses using two vignette experiments. We find that when the consequences of behavior are clear, both behavior consequences and social cues independently affect norms. But when the consequences of a behavior are ambiguous, behaviors and social cues interact to affect norms. Theoretically, our results provide the first empirical test of an integrated theory of norms, showing that in ambiguous situations an integrated approach produces more accurate predictions than either the behavior consequences or social cues approach alone. Substantively, our paper helps to explain Covid-19 distancing norms and variation in those norms across political orientation. Our findings have implications for understanding support for and compliance with public health directives. (PsycInfo Database Record (c) 2022 APA, all rights reserved)

Rationales and Support for Norms in the Context of Covid-19

This study empirically tests whether people invoke moral and prudential rationales when evaluating behavior in a novel context?the early months of the Covid-19 pandemic in the United States?and whether those rationales are associated with their support for a norm. We use data from two online vignette experiments that describe key health behaviors?staying home and masking?and find substantial support. Given the politicization of these behaviors in the U.S. context, we also explore the role of political orientation and find that liberal participants react more strongly to the behaviors.

Testing an Integrated Theory: Distancing Norms in the Early Months of Covid-19

We draw on norms theory to develop hypotheses about norms regulating social distancing during the Covid-19 pandemic. We identify two theoretical approaches?the consequentialist and social cues approach?and argue that understanding norms will be enhanced by integrating these two approaches. We apply these general theoretical approaches to the Covid-19 pandemic to suggest concrete hypotheses regarding distancing norms. We test our hypotheses using two vignette experiments. We find that when the consequences of behavior are clear, both behavior consequences and social cues independently affect norms. But when the consequences of a behavior are ambiguous, behaviors and social cues interact to affect norms. Theoretically, our results provide the first empirical test of an integrated theory of norms, showing that in ambiguous situations an integrated approach produces more accurate predictions than either the behavior consequences or social cues approach alone. Substantively, our paper helps to explain Covid-19 distancing norms and variation in those norms across political orientation. Our findings have implications for understanding support for and compliance with public health directives.