Cultural orientation, power, belief in conspiracy theories, and intentions to reduce the spread of COVID-19

Abstract

The current study investigated cultural and psychological factors associated with intentions to reduce the spread of COVID-19. Participants (n = 704) completed measures of individualism-collectivism, belief in conspiracy theories about COVID-19, feelings of powerlessness, and intentions to engage in behaviours that reduce the spread of COVID-19. Results revealed that vertical individualism negatively predicted intentions to engage in social distancing, directly and indirectly through both belief in COVID-19 conspiracy theories and feelings of powerlessness. Vertical collectivism positively predicted social distancing intentions directly. Horizontal collectivism positively predicted social distancing intentions indirectly through feelings of powerlessness. Finally, horizontal collectivism positively predicted hygiene-related intentions both directly and indirectly through lower feelings of powerlessness. These findings suggest that promoting collectivism may be a way to increase engagement with efforts to reduce the spread of COVID-19. They also highlight the importance of examining the interplay between culture and both personal feelings (powerlessness) and information consumption (conspiracy theories) during times of crisis.

Keywords: COVID-19; Individualism; collectivism; conspiracy theories; powerlessness.

Figure 1

Predictors of social distancing intentions in the final SEM model (controlling for demographics). Non‐significant paths, demographic paths, and paths predicting hygiene intentions have been removed for ease of viewing. Direct effects are reported in parentheses, and total effects are reported without parentheses. The total effect of vertical individualism on social distancing is firstly reported through conspiracy beliefs, and secondly through powerlessness. All values are standardised beta coefficients.

Figure 2

Predictors of hygiene intentions in the final SEM model (controlling for demographics). Non‐significant paths, demographic paths, and paths predicting social distancing intentions have been removed for ease of viewing. Direct effects are reported in parentheses, and total effects are reported without parentheses. All values are standardised beta coefficients.