Chinese cultural biases, value congruence, and support for and compliance with protective policies during the COVID‐19 pandemic

Abstract

AbstractPublic support for and voluntary compliance with protective policy measures are crucial to mitigating the spread of infectious disease. However, it is unclear why and how people with diverse cultural biases support particular protective policies. Relying on the Cultural Theory (CT) of risk, we hypothesize that value congruence with social distancing and a vaccine mandate during the COVID‐19 pandemic influences the level of public support for and compliance with these protective policies. Analyzing a Chinese nationwide sample, we find that the effects of cultural biases on public support and compliance vary not only with cultural biases but by how these are mediated through value congruence with particular protective policies. As hypothesized, hierarchical cultural biases increase public support for and compliance with social distancing and a vaccine mandates both directly and (indirectly) through value congruence. By contrast, as hypothesized, fatalistic cultural biases decrease public support for and compliance with social distancing both directly and (indirectly) through lack of value congruence and individualistic biases decrease public support for and compliance with social distancing and a vaccine mandate both directly and (indirectly) through lack of value congruence. However, the hypothesized effects of fatalistic biases did not hold for the vaccine mandate. We discuss reasons why these latter hypotheses regarding the vaccine mandate were not validated and suggest that risk analysts and communicators do more to discover and explain why particular protective policies are congruent with diverse cultural values.