The impact of exposure to a scientific role model on Chinese young adults’ compliance with governmental COVID-19 restrictions: a moderated serial mediation model

Abstract

During the COVID-19 pandemic, governments across the globe enacted recommendations and restrictions to contain the spread of COVID-19. This study examines the influence of media exposure to Nanshan Zhong, one of China’s top respiratory experts and who has been a leading figure in combating the COVID-19 pandemic, on Chinese young adults’ compliance with governmental COVID-19 restrictions. Based on social cognitive theory, we undertook a serial mediation model in which media exposure to Nanshan Zhong was associated with compliance with governmental COVID-19 restrictions via wishful identification and individual social responsibility. We also examined whether the indirect relationship was more substantial for young adults with higher levels of self-influencer congruence. Analysis of the data from 465 young Chinese adults has provided tentative support for the hypothesized relationships. The results show that media exposure to Nanshan Zhong was positively related to compliance with governmental COVID-19 restrictions directly or indirectly via (1) wishful identification and (2) wishful identification and individual social responsibility sequentially. In addition, the indirect associations were contingent on self-influencer congruence. The relationship is stronger for those with higher levels of self-influencer congruence. The findings have important implications for communication research on health education and health promotion intervention designs.