During the COVID-19 pandemic, individuals adjusted their adherence to protective behaviors according to the social situation. Also, social consequences partially influenced, given that they were the most contiguous and likely to adherence behavior. The behavior analysis framework can help to understand the social contingencies that maintain adherence on a large scale in natural settings. This study assessed how social antecedents and consequences influenced adherence to protective behaviors. The antecedents were indoor and outdoor. The social consequences were receiving social approval, avoiding social disapproval, receiving a social rejection, and losing gratification in social relationships. The protective behaviors were mask-wearing, physical distancing, hand-washing, and correcting others. Colombian residents completed an online survey based on the indirect functional assessment in which they reported their adherence to the social contexts and the perceived social contingencies. People reported higher adherence to protective behaviors in the outdoor context than indoors. Social approval was the main reinforcer, and losing gratification in social relationships was the main punisher. Also, avoiding being judged worked as a reinforcer, and receiving social rejection worked as a punisher. Social context interacted with social consequences. The effect of consequences under adherence behavior was more intense in indoor than outdoor contexts. Mask-wearing and physical distancing were the more socially controlled protective behaviors. We demonstrated that the probability of certain social consequences partially explained adherence's subjective value. Our results about social approval were consistent with injunctive norm literature. Social distance with people involved in each social context can explain our findings.

Las Señales Inductoras para el Consumo (SIC) son uno de los factores que inciden en que los fumadores sientan ganas de fumar y fumen. Las SIC pueden influir diferencialmente según el tipo de fumador, los fumadores dependientes (FD) pueden no verse influidos por las señales ambientales, mientras que los fumadores no dependientes (FND) sí. Se realizaron dos experimentospara evaluar los efectos de las SIC sobre la conducta de fumar y el ansia. El experimento 1 evaluó el efecto de varias SIC visuales sobre el ansia, y este mostró que algunas imágenes produjeron significativamente más ansia que otras. El experimento 2 evaluó el efecto del tipo de SIC (olfativa, visuales y ausencia de SIC) y del tipo de fumador sobre la conducta de fumar y el ansia, y los resultados mostraron diferencias significativas en la conducta de fumar entre FD y FND. Además, los resultados mostraron un efecto significativo de interacción entre el tipo de SIC y el tipo de fumador en el ansia: los FND reportaron mayor ansia ante SIC visuales que ante la SIC olfativa, mientras que los FD no mostraron diferencias.