Individualism-collectivism during the COVID-19 pandemic: A field study testing the pathogen stress hypothesis of individualism-collectivism in Korea

Abstract

The pathogen stress hypothesis posits that pathogen-related threats influence regional and individual differences in collectivism since behavioral practices associated with collectivism limit the spread of infectious diseases. In support of the hypothesis, previous research demonstrates the association between individualism/collectivism and pathogen stress based on historical records or experimental manipulation. However, it is still unclear whether individuals would indeed value collectivism during the outbreak of infectious diseases. Thus, we investigated the concurrent effects of pathogen-related stress on the endorsement of individualism/collectivism by examining 9322 Koreans for 14 weeks of the COVID-19 pandemic. The results revealed that the level of collectivism among respondents were higher after than before the COVID-19 outbreak. Moreover, the average level of collectivism on a given day showed a significant association with the number of confirmed COVID-19 cases on the same day during the outbreak. Interestingly, individualism did not significantly change for the same period.