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Fighting the COVID‐19 pandemic requires large numbers of citizens to adopt disease‐preventive practices. We contend that national identification can mobilize and motivate people to engage in preventive behaviors to protect the collective, which in return would heighten national identification further. To test these reciprocal links, we conducted studies in two countries with diverse national tactics toward curbing the pandemic: (1) a two‐wave longitudinal survey in China (Study 1, N = 1200), where a national goal to fight COVID‐19 was clearly set, and (2) a five‐wave longitudinal survey in the United States (Study 2, N = 1001), where the national leader, President Trump, rejected the severity of COVID‐19 in its early stage. Results revealed that national identification was associated with an increase in disease‐preventive behaviors in both countries in general. However, higher national identification was associated with greater trust in Trump's administration among politically conservative American participants, which then was associated with slower adoption of preventive behaviors. The reciprocal effect of disease‐preventive behaviors on national identification was observed only in China. Overall, our findings suggest that although national identification may serve as a protective factor in curbing the pandemic, this beneficial effect was reduced in some political contexts. Highlights Policymakers should note that national identity serves as a protective factor in curbing the COVID‐19 pandemic. Narratives that highlight the collective agency of people would be useful in promoting disease‐preventive actions as long as they are also endorsed by national leaders. National leaders should provide clear and consistent recommendations in promoting disease‐preventive actions. Practitioners and policymakers should be aware of how the communication strategies they use would be affected by society’s political contexts. Mobilizing disease‐preventive actions through a patriotic frame might not be useful when national leaders did not unambiguously promote disease prevention.

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Purpose-The aim of this study is to explore some specific, current social phenomena in China that may influence consumers' ethical beliefs and practices, focusing on how some top-down, social and political changes could shape consumer behavior that needs to be understood in the Chinese context. Design/Methodology/Approach-Extensive literature was critically reviewed to explore recent macro-societal reforms in China and their impact on consumers' (un)ethical practices.Findings-We lay out how China, a government-led society, underwent a series of political reforms resulting in demographic shifts that differentiate it from its Western, industrialized counterparts. We connect these societal changes with Chinese characteristics to consumers' ethical evaluations, forming a new angle to understand consumer ethics in China. We also draw on two empirical examples to illustrate our argument.Originality/Value-While consumer ethics are often explained by either cultural factors or individual variations, we discuss how one's ethical practice is shaped by one's social position, which is a product of national level public policy. Our discussions have ramifications for the study of consumers' social class and ethical practices because they take into account the elusive social positions and ambiguous social class consciousness of the Chinese population that have resulted from social mobility. Our discussions may give practitioners a better understanding of the ethical rationale behind consumers' changing lifestyles especially in the Chinese context. Paper Type-General review