TY - JOUR

T1 - Following Health Measures in the Pandemic

T2 - A Matter of Values?

AU - Schuster, Carolin

PY - 2021/9/14

Y1 - 2021/9/14

N2 - Three studies (N = 887) tested the hypothesis that value consistency predicts intended coronavirus disease-2019 (COVID-19) health behaviors and overrides other utility-based motivational factors. Accordingly, Study 1 showed that intentions of social distancing were higher if it was perceived as more value-consistent. The higher value consistency, the less self-interest inconsistency, and the perceived efficacy of social distancing mattered for intentions. On the other hand, Study 2 failed to induce value consistency experimentally. However, correlative results show a moderation pattern similar to Study 1 regarding social distancing intentions, policy support, and devaluation of transgressors. In Study 3, higher value consistency of vaccination reduced the experimental effect of prosocial efficacy but not the effect of self-interest efficacy of the vaccine. The findings are discussed regarding theoretical implications for the interplay of values and utility in motivation. In addition, implications for the potentially ambivalent effects of appealing to values to increase compliance are discussed.

AB - Three studies (N = 887) tested the hypothesis that value consistency predicts intended coronavirus disease-2019 (COVID-19) health behaviors and overrides other utility-based motivational factors. Accordingly, Study 1 showed that intentions of social distancing were higher if it was perceived as more value-consistent. The higher value consistency, the less self-interest inconsistency, and the perceived efficacy of social distancing mattered for intentions. On the other hand, Study 2 failed to induce value consistency experimentally. However, correlative results show a moderation pattern similar to Study 1 regarding social distancing intentions, policy support, and devaluation of transgressors. In Study 3, higher value consistency of vaccination reduced the experimental effect of prosocial efficacy but not the effect of self-interest efficacy of the vaccine. The findings are discussed regarding theoretical implications for the interplay of values and utility in motivation. In addition, implications for the potentially ambivalent effects of appealing to values to increase compliance are discussed.

KW - behavioral intentions

KW - COVID-19

KW - moral behavior

KW - social distancing

KW - values

KW - Psychology

UR - http://www.scopus.com/inward/record.url?scp=85116032865&partnerID=8YFLogxK

U2 - 10.3389/fpsyg.2021.731799

DO - 10.3389/fpsyg.2021.731799

M3 - Journal articles

C2 - 34594284

AN - SCOPUS:85116032865

VL - 12

JO - Frontiers in Psychology

JF - Frontiers in Psychology

SN - 1664-1078

M1 - 731799

ER -