Gender norms shape perceived threat to self and others and mask wearing behavior in response to COVID-19

ABSTRACT

As the consequences of the COVID-19 pandemic continue to impact the globe, it is increasingly urgent to determine to what degree individual differences predict risk perceptions and protective behaviors that can potentially mitigate the spread of the disease. Past research has linked masculine and feminine gender norms with risk perceptions as well as a variety of health behaviors. The current study surveyed U.S. adults (N = 479) about their perceptions of the COVID-19 threat to themselves and other people, mask wearing, and conformity to relevant gender norms. Results indicate that conformity to gender norms shape risk perceptions and mask wearing behavior. Specifically, masculine autonomy norms, risk-taking norms, and antifeminine norms either directly or indirectly predicted less mask wearing, often due to lower perceived threat to self or others. Feminine communal norms predicted greater mask wearing due to increased perceived threat to others. This indicates that conformity to different gender norms may alter risk calculations and that concern about others is at least as important as concern about the self in understanding what motivates people's protective health behaviors. Public health messaging that aligns with communal norms by emphasizing one's ability to protect others or that aligns with masculine norms such as how the behavior will promote their self-reliance may be particularly effective at promoting a range of COVID-19 prevention behaviors that will likely be required for several years. (PsycInfo Database Record (c) 2022 APA, all rights reserved) Impact Statement The present study suggests that gender norms shape people's responses to COVID-19, including mask wearing behavior and whether they are primarily concerned about risk to themselves or to other people. Those who value their autonomy are less likely to wear masks, and those who value relationships are more likely to wear masks because they are concerned about others. This shows that how individuals perceive risk is important for developing specific public health messaging that engages different audiences. (PsycInfo Database Record (c) 2022 APA, all rights reserved)