Wear or Not to Wear a Mask? Recommendation Inconsistency, Government Trust and the Adoption of Protection Behaviors in Cross-Lagged TPB Models

Does wearing a mask promote consumer uniqueness seeking?

As a motivational factor, uniqueness drives individuals to seek and choose unique goods or experiences. The act of wearing masks obscures individuals' facial features and influences their desire for uniqueness. This study aims to explore how wearing masks promotes individual uniqueness- seeking behavior. Three experiments were performed using various product categories (Starbucks coffee cups, sweatshirts, suitcases, and baseball caps) and sample types (college student and adult samples). Experiment results show that wearing masks obscures individuals' facial features and weakens their self- perceived uniqueness, thereby increasing their willingness to actively purchase unique products. This study is the first to examine the effect of wearing masks on individuals' choice of unique products. Practically, the results suggest that customized products can compensate for the lack of self-perceived uniqueness brought about by facial occlusion, thus providing valuable guidance for companies and retailers that offer customized services in formulating and designing marketing strategies.

Behavioral Beliefs Predict Recommended Behaviors, Especially When Trust in Public Health Sources is Low: Evidence from a Longitudinal Study of Three COVID-19 Prevention Behaviors Among U.S. Adults

Public distrust in official sources of health information and uncertainty about novel guidelines may discourage engagement in recommended disease prevention practices. The current study tests the hypothesis that building confidence in positive behavioral outcomes may support recommendation following even in the context of low trust in recommendation sources. This set of longitudinal studies examines the main and interaction effects of trust in official sources and behavioral beliefs in their prediction of recommended COVID-19 prevention behaviors (facemask wearing, social distancing, vaccination). Repeated measurement data were collected from a nationally representative sample of U.S. adults in May/June 2020 (T1; n = 1074), July 2020 (T2; n = 889), and April/June 2021 (T3; n = 750). All five tests, using lagged linear regression, found negative interactions between trust and behavioral beliefs, as hypothesized; three were significant (T1-T2: facemask wearing B=-0.10, SE = 0.04; T1-T3: social distancing B=-0.20, SE = 0.06; T2-T3 vaccination B=-0.27, SE = 0.10) and two were consistent albeit not significant (T1-T3: social distancing B=-0.13, SE = 0.08; T1-T3: facemask wearing B=-0.11, SE = 0.06). Supporting hypotheses, trust in recommendation sources predicted behavior most among those who were less certain about behavioral outcomes and confidence in behavioral benefits predicted behavior most among those with low trust in recommendation sources. Theoretical and practical implications are discussed.

Association of COVID-19 information media, providers, and content with vaccine uptake among Tokyo residents

To elucidate appropriate ways to induce behavior that prevents the spread of infection, we examined the association between COVID-19 vaccination and COVID-19-related information after more than 85% of the population had been vaccinated. Nonprobability quota sampling was used to recruit 2000 Tokyo residents as participants. The association between previous vaccine uptake and how much people thought they were affected by each of nine media, seven providers, and four content types of information was assessed using an online survey form. Subjective influence was assessed, and order logistic regression analyses were performed. We further calculated standardized partial regression coefficients for the independent variables. The results showed that while people did not think they were strongly affected by any COVID-19 information, significant positive associations between 9 of 20 variables, and significant negative associations between 7 of 20 variables were observed with vaccine uptake. The regression analysis involving the interaction terms between independent variables and sex showed a significant association between vaccine uptake and only daily conversation. Simple slope analysis showed a stronger positive association for females than for males. Regression analysis with interaction terms between each independent variable and age showed a significant association between vaccine uptake and print newspapers, social networking services, prefectural governors, family/relatives, accessibility, side effects, and supply visibility. Simple slope analysis also showed that the positive association between the subjective influence of newspapers and vaccine uptake was observed only for older people (≥69 years), and that of prefectural governors was more significant for older than younger people (≤32 years). In contrast, the trustworthy information provided by family/relatives was positively associated with vaccine uptake only for younger people. These results suggest that careful consideration must be given to the differences in age and sex to provide appropriate information that motivates Tokyo residents to receive vaccination during COVID-19 pandemic.

Management of the COVID crisis in Reunion Island (SW Indian Ocean): representations of COVID-19 and acceptance of public health measures

Context

The coronavirus pandemic (COVID-19) has caused a major health crisis, requiring the implementation of various public health measures in order to slow the spread of the virus and reduce the associated mortality. However, the success of these measures depends on people's acceptance of them. This research aimed at understanding people's representations of COVID-19 and its crisis management, and ultimately at understanding their attitudes toward health measures for counteracting the spread of COVID-19 in Reunion Island together with the behaviours expected of them.

Method

Using Random Digit Dialling, a qualitative study was conducted with 53 inhabitants between February and May 2021. The COREQ checklist was followed. A dual textometric and manual thematic analysis was adopted in order to identify representations of COVID and the management of the crisis.

Results

Some respondents perceived COVID-19 as a serious disease, while others saw it as a banal virus or even doubted its existence. A perceived ineffectiveness of public health measures and the incompetency of public actors predominated in the participants' discourse.

Conclusions

Thus, there was a considerable lack of trust and negative attitudes toward health measures, possibly influencing people's acceptance and explaining numerous controversies. This research examines the importance of considering people's representations of the health situation in order to improve people's acceptance of protective measures.

Association between trust in COVID-19 information sources and engaging in infection prevention behaviors in Japan: A longitudinal study

OBJECTIVE

We examined changes in people's trust in information sources in Japan during the COVID-19 pandemic over the course of 1 year and investigated longitudinal associations between trust in such sources and engaging in infection prevention behaviors.

METHODS

We conducted a longitudinal survey of Japanese populations under a declared state of emergency at two time points, August 2020 and August 2021. We surveyed sociodemographic data, seven Trust in COVID-19 information sources and six COVID-19 preventive behaviors.

RESULTS

In all, 784 participants completed the two surveys. Physicians were the most consistently trusted information source over the 1-year period. We identified three preventive behaviors that were positively associated with trust in physicians as an information source (social distancing, wearing masks, and washing hands with soap), four preventive behaviors that were positively associated with trusting infected patients (social distancing, using ventilation, wearing masks, and using hand sanitizer), and one preventative behavior that was negatively associated with trust in government (avoiding closed spaces).

CONCLUSION

In the ongoing pandemic, information from physicians and patients may encourage people to engage in long-term preventive behaviors.

PRACTICE IMPLICATIONS

Physicians and patients should be promoted as trusted and behavior influencing sources of information during the pandemic.

Understanding self-protective behaviors during COVID-19 Pandemic: Integrating the theory of planned behavior and O-S-O-R model

Adopting health preventive actions is one of the most effective ways to combat the COVID-19 pandemic. Based on the theory of planned behavior and the orientation-stimulus-orientation-response model, this study investigated the mechanisms by which health information exposure influenced individuals to adopt self-protective behaviors in the context of infectious disease. In this research, a convenience sampling was used and 2265 valid samples (Male = 843, 68.9% of participants aged range from 18 to 24) were collected in China. Structural equation modeling analysis was performed, and the analysis showed that health consciousness positively influenced the subsequent variables through interpersonal discussions and social media exposure to COVID-19-related information. The interaction between interpersonal discussion and social media exposure was found to be positively associated with the elements of the theory of planned behavior and risk perception. The findings also revealed that self-protective behavior was positively predicted by the components of the theory of planned behavior and risk perceptions, with subjective norms serving as the main predictor, followed by attitudes and self-efficacy.

Associations between Vaccination Behavior and Trust in Information Sources Regarding COVID-19 Vaccines under Emergency Approval in Japan: A Cross-Sectional Study

We examined the association between COVID-19 vaccination behavior and trust in COVID-19-related information sources during the initial period of COVID-19 vaccination in Japan. A cross-sectional survey was conducted in August 2021, 5 months after the start of COVID-19 vaccination for the general public under emergency approval. Participants were recruited using non-probability quota sampling from among Japanese residents who were under a declared state of emergency. Sociodemographic data, vaccination behavior, and levels of trust in eight media sources of information and three interpersonal information sources were assessed using an online survey form. A total of 784 participants completed the survey. The results of multiple logistic regression analysis showed that age, household income, underlying medical conditions, and living with family were significantly associated with COVID-19 vaccination behavior. Regarding COVID-19 vaccine information sources, trust in public health experts as a source of media information and primary care physicians as a source of interpersonal information showed significantly positive associations with COVID-19 vaccination behavior (odds ratio [OR] = 1.157, 95% confidence interval [CI] 1.017-1.31; OR = 1.076; 95% CI 1.006-1.150, respectively). Increasing trust in public health experts and primary care physicians and disseminating vaccine information from these sources will help promote vaccination under emergency approval.

Factors associated with COVID-19 masking behavior: an application of the Health Belief Model

Wearing a face mask is effective in minimizing the spread of coronavirus disease 2019 (COVID-19) among unvaccinated individuals and preventing severe illness among the vaccinated. Country, state and local guidelines promote, and at times mandate, mask-wearing despite it being publicly perceived as an individual's choice. Guided by the Health Belief Model (HBM), structural equation modeling was used to analyze longitudinal data in a sample of US adults aged 18-49 years to identify constructs that contribute to face mask-wearing. Results indicated that perceived COVID-19 severity, perceived masking benefits and self-efficacy were positively associated with masking behavior, and masking barriers were negatively associated with masking behavior. Perceived susceptibility to COVID-19 and cues to action were nonsignificant correlates of masking behavior. These results' theoretical and practical implications contribute to the literature on the HBM and the COVID-19 pandemic. Future directions and limitations are discussed.

Count on trust: the indirect effect of trust in government on policy compliance with health behavior instructions

Trust in government is considered a prominent factor for enhancing public compliance with government policies and instructions. The Coronavirus pandemic demonstrates the crucial role public compliance with governmentally issued health guidelines has in mitigating the pandemic. However, the mechanism explaining the trust-compliance association, particularly in regard to health-behavior compliance, is unclear. This article develops a new theoretical model, the Mediated Trust Model (MTM), for explaining the relationship between trust in government and public compliance with health instructions. The model extends the classic Health Belief Model for predicting health behavior by claiming that the perceptions regarding the instructions' costs, benefits and one's ability to perform them are affected by trust in government and mediate the trust-compliance association. The MTM was tested in four cross-sectional studies performed during the first 20 months of the Coronavirus pandemic in Israel on 3732 participants, for various health instructions. Implications for public health literature, policy compliance theory and policy makers are discussed.

Media exposure, threat processing, and mitigation behaviors in Gulf Coast residents facing the co-occurring threats of COVID-19 and hurricanes

The 2020 hurricane season threatened millions of Americans concurrently grappling with COVID-19. Processes guiding individual-level mitigation for these conceptually distinct threats, one novel and chronic (COVID-19), the other familiar and episodic (hurricanes), are unknown. Theories of health protective behaviors suggest that inputs from external stimuli (e.g., traditional and social media) lead to threat processing, including perceived efficacy (self- and response) and perceived threat (susceptibility and severity), guiding mitigation behavior. We surveyed a representative sample of Florida and Texas residents (N = 1846) between April 14, 2020 and April 27, 2020; many had previous hurricane exposure; all were previously assessed between September 8, 2017 and September 11, 2017. Using preregistered analyses, two generalized structural equation models tested direct and indirect effects of media exposure (traditional media, social media) on self-reported (1) COVID-19 mitigation (handwashing, mask-wearing, social distancing) and (2) hurricane mitigation (preparation behaviors), as mediated through perceived efficacy (self- and response) and perceived threat (susceptibility and severity). Self-efficacy and response efficacy were associated with social distancing (p = .002), handwashing, mask-wearing, and hurricane preparation (ps < 0.001). Perceived susceptibility was positively associated with social distancing (p = 0.017) and hurricane preparation (p < 0.001). Perceived severity was positively associated with social distancing (p < 0.001). Traditional media exhibited indirect effects on COVID-19 mitigation through increased response efficacy (ps < 0.05), and to a lesser extent self-efficacy (p < 0.05), and on hurricane preparation through increased self-efficacy and response efficacy and perceived susceptibility (ps < 0.05). Social media did not exhibit indirect effects on COVID-19 or hurricane mitigation. Communications targeting efficacy and susceptibility may encourage mitigation behavior; research should explore how social media campaigns can more effectively target threat processing, guiding protective actions.

Madness of the crowd: Understanding mass behaviors through a multidisciplinary lens

Mass or crowd behaviors refer to those that occur at a group level and suggest that crowds behave differently to individuals. Mass behaviors are typically triggered by a significant societal event. The ongoing COVID-19 pandemic has provided many tangible examples of crowd behaviors that have been observed globally, suggesting possible common underlying drivers. It is important to provide a deeper understanding of such behaviors to develop mitigation strategies for future population-level challenges. To gain deeper insight into a variety of crowd behaviors, we perform a conceptual analysis of crowd behaviors using three detailed case studies covering observable behavior (panic buying and health protective actions) and mass beliefs (conspiracy theories) that have resulted or shifted throughout the pandemic. The aim of this review was to explored key triggers, psychological drivers, and possible mitigation strategies through a mixture of theory and published literature. Finally, we create experimental mathematical models to support each case study and to illustrate the effects of manipulating key behavioral factors. Overall, our analyses identified several commonalties across the case studies and revealed the importance of Social Identity Theory and concepts of trust, social connection, and stress.

Research on the Impact of Media Credibility on Risk Perception of COVID-19 and the Sustainable Travel Intention of Chinese Residents Based on an Extended TPB Model in the Post-Pandemic Context

This study is the first to examine the impact of media credibility on the sustainable travel intention of Chinese residents in the post-pandemic context. Specifically, the mechanisms by which media credibility influenced the sustainable travel intentions of Chinese residents through risk perception are studied. This study developed an extended theory of planned behavior (TPB) model and used a structural equation model (SEM) to analyze the 1219 valid samples received from online questionnaires. The results revealed that media credibility has a negative impact on risk perception of COVID-19 in the post-pandemic context. This suggested that trusted media, messages, and information sources can reduce the risk perception of COVID-19 when individuals contemplate travel. Risk perception negatively affects subjective norms, attitudes, and perceived behavioral control, while these three variables positively influence sustainable travel intention. Significantly, subjective norms have a stronger impact on the sustainable travel intention of Chinese residents than the remaining variables, demonstrating that, in a collective society, an individual’s intention to travel is more susceptible to influence by government sanctions as well as the unsupported opinions of their family and friends. This study makes up for the lack of focus on the media in sustainable tourism research and provides novel insights for future studies.

Public Interest, Risk, Trust, and Personal Protective Equipment Purchase and Usage: Face Masks Amid the COVID-19 Pandemic

This analysis considers public interest in COVID-19-related issues as well as individuals’ risk perception and trust in society in their demand for face masks during the pandemic. Through a national survey, we examine demand during both the outbreak and the recovery stage of the pandemic and differentiate demand into purchasing and usage. The examination allows us to observe the evolvement of demand over time and stockpiling. We find that public interest and risk perception had a more significant association with mask demand during the outbreak stage, and trust was more connected with mask demand during the recovery stage. While stocking was evident in both stages, consumers were much less price sensitive in the outbreak stage. Overall, the relationship between most factors and mask demand was smaller in the recovery stage. Our research is useful for policymakers to assess the creation and termination of temporary legislation to help manage the value chain of personal protective equipment during a major public health crisis.

Government Trust and Motivational Factors on Health Protective Behaviors to Prevent COVID-19 Among Young Adults

Objective: The purpose of this study was to determine the influence of government trust on young adults’ adoption of health behaviors to prevent infection with the SARS-CoV-2 virus.

Method: We tested the hypothesis that government trust would directly and indirectly (through worry/fear and subjective norms) influence the adoption of health-protective behaviors. A sample of 1,136 university students completed a web survey after Chile’s first wave of infections.

Results: The results indicate that low government trust only indirectly (through subjective norms) influenced health-protective behaviors. Conversely, worry/fear was the primary motivating factor for adopting health-protective behaviors in young adults, followed by subjective norms.

Conclusion: In scenarios where people perceive low government trust, emotions and social norms are the motivational factors with the most significant predictive power on the adoption of health-protective behaviors.

To Be (Vaccinated) or Not to Be: The Effect of Media Exposure, Institutional Trust, and Incentives on Attitudes toward COVID-19 Vaccination

The COVID-19 vaccine has become a strategic vehicle for reducing the spread of the pandemic. However, the uptake of the vaccine by the public is more complicated than simply making it available. Based on social learning theory, this study examines the role of communication sources and institutional trust as barriers and incentives as motivators of people's attitudes toward vaccination and actual vaccination. Data were collected via an online panel survey among Israelis aged 18-55 and then analyzed using structural equation modeling (SEM). Findings show that social media trust negatively mediates the effect of exposure to information on the vaccine on attitudes toward vaccination. However, mass media trust and institutional trust positively mediate this relationship. Incentives were effective motivators for forming positive attitudes and moderating the effect of institutional trust on attitude toward vaccination. This study facilitates a deeper understanding of health communication theory in pandemics and makes important recommendations for practitioners and policy makers.

Determinants of restaurant consumers' intention to practice COVID-19 preventive behavior: an application of the theory of planned behavior

BACKGROUND/OBJECTIVES

The purpose of this study was to examine the effects of knowledge about coronavirus disease 2019 (COVID-19), attitude, subjective norm, and perceived behavioral control on behavioral intentions to practice COVID-19 preventive behaviors using the theory of planned behavior (TPB).

SUBJECTS/METHODS

A total of 519 restaurant customers' responses was collected in this study through an online self-administered questionnaire. Descriptive statistical analysis was performed on socio-demographic factors. One-way analysis of variance and t-test were conducted to determine differences in the constructs from the TPB according to age and sex. The hypotheses were tested using structural equation modeling (SEM).

RESULTS

SEM revealed the positive effect of knowledge about COVID-19 on attitude, subjective norm, and perceived behavioral control to prevent the spread of COVID-19 in restaurants. Attitude, subjective norm, behavior intention, and knowledge positively affected COVID-19 preventive behavior intentions in restaurants.

CONCLUSIONS

The results of this study confirmed that the TPB is helpful in elucidating the determinants of consumers' intention to practice COVID-19 preventive behavior in restaurants. These findings can help policy makers and professionals provide material for further public health interventions and inform them about awareness-raising, guidelines, and health education programs.

Impact of a Banning Indoor Dining Policy on Restaurant Avoidance Behavior during the COVID-19 Outbreak

The coronavirus disease 2019 (COVID-19) is spreading around the world, and Taiwan is no exception. Faced with the outbreak of the epidemic, the Taiwan government immediately ordered a policy banning indoor dining. The main purpose of the present research is to extend a Theory of Planned Behavior (TPB) theoretical framework to explore the public perception toward banning indoor dining policy on restaurant avoidance behavior during the COVID-19 outbreak. An online survey was administered in Taiwan during the COVID-19 pandemic from 25 May to 8 June 2021; a total of 326 responses were collected by a convenience sampling method, and partial least square (PLS) analysis was deployed to examine the hypothesized relationships. The results showed that perception toward banning indoor dining policy had independent significant associations with attitude, perceived behavioral control, and restaurant avoidance behavior. Moreover, attitude, perceived behavioral control, and subjective norm had independent significant associations with restaurant avoidance behavior. This study provides theoretical and practical insights into the psychological and behavioral processes involved in policy by the general public during the COVID-19 pandemic, thus helping policymakers to better understand public opinion and responses to policy issues.

Factors Influencing the Adoption of COVID-19 Preventive Behaviors in Chile

The COVID-19 pandemic forced people worldwide to implement a series of preventive hygiene and distancing measures that have significantly altered their way of life. This study examined an adapted version of the Theory of Planned Behavior (TPB) on adopting preventive behavior against COVID-19. Data was collected using a web survey completed by 1004 college students a few weeks after the first wave of infections in Chile. Our findings show that the subjective norm was the strongest predictor of adopting preventive behaviors, followed by the knowledge level and perceived behavioral control. Contrary to expectations, we found no evidence that an attitude towards preventive action predicted actual adoption of preventive behavior against COVID-19. However, knowledge and social norms play a significant role. We discuss implications for effective risk communication.