We distance most when we believe our social circle does

Abstract

Why do we adopt new rules, such as social distancing? While decades of psychology research stresses the importance of social influence on individual behaviour, many COVID-19 campaigns focused on convincing individuals that distancing is the right thing to do. In a global dataset (114 countries, n=6674), we investigated how social influences predict people’s adherence to distancing rules during the pandemic. Analyses showed that people practised distancing more when they thought their close social circle did so; this social influence mattered more than people thinking distancing was the right thing. People’s adherence also aligned with their fellow citizens’, but only if they deeply bonded with their country. Personal vulnerability to the disease predicted distancing more for people with larger social circles. Empathy, collective efficacy and collectivism also significantly predicted distancing. During crises, policymakers can achieve behavioural change by emphasising shared values and harnessing the social influence of close friends and relatives.