Cultural orientation and perceived control over COVID-19 preventive behaviors

We examine whether cultural orientation can explain the variation in the uptake of preventive actions against COVID-19 and how messagingshould be framed depending on individuals' cultural orientations. We show that people with a high vertical cultural orientation are less likely to follow preventive measures because they perceive themselves as having less control over their decisions. However, people with a high horizontal cultural orientation are likely to feel high levels of control over their response to preventive measures and are therefore more likely to adopt them. Furthermore, we show that when preventive measures are framed as protecting the self (versus others), people with a vertical cultural orientation perceive greater control and a greater willingness to comply with that measure.

Automated summary

We examine the role of cultural orientation in explaining the variation in the uptake of preventive actions against COVID-19 and suggest framing strategies based on individuals' cultural orientations. Our findings indicate that individuals with a high vertical cultural orientation are less likely to follow preventive measures due to perceived lack of control, while those with a high horizontal cultural orientation are more likely to adopt them due to a sense of control. Moreover, framing preventive measures as self-protective enhances compliance among individuals with a vertical cultural orientation.