Culture and the Containment of the Covid-19 Pandemic: How Collectivism Fosters Preventive Behaviors

This research demonstrates that collectivism is: (a) negatively associated with the spread of COVID-19, (b) positively associated with the self-importance/expectation to engage in COVID-19 preventive behaviors, and (c) greater likelihood to take COVID-19 vaccination. The link between collectivism and likelihood to engage in preventive behaviors is mediated by others’ beliefs.


Hyewon Cho, Yafei Guo, and Carlos Torelli (2021) ,"Culture and the Containment of the Covid-19 Pandemic: How Collectivism Fosters Preventive Behaviors", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 245-245.


Hyewon Cho, Sogang University
Yafei Guo, University of Illinois at Urbana Champaign
Carlos Torelli, University of Illinois at Urbana-Champaign


NA - Advances in Consumer Research Volume 49 | 2021

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