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The lockdown measures to contain the coronavirus disease 2019 (COVID‐19) pandemic caused by severe acute respiratory syndrome coronavirus 2 (SARS‐CoV‐2) in China in early 2020 was considered effective by the World Health Organization and many academics around the world. At the same time, the Western media labelled these measures as draconian. This research examined the reasons why the Chinese people were willing to support such measures. Based on an online survey of 528 Chinese participants, conducted in April 2020, the results revealed that the participants' instrumental attitudes (e.g., the outcome of the lockdown), but not experiential attitudes (i.e., the experience of the lockdown), were predictive of their support for a lockdown policy. Further analysis showed that those with higher communitarian worldviews had favourable instrumental attitudes and strong support regardless of the level of the perceived severity of the virus, whereas those with lower communitarian worldviews had more favourable instrumental attitudes and policy support when perceived severity was high than when it was low. Both theoretical and practical implications are discussed.

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Background The Federal Drug Administration authorized Pfizer’s vaccine for emergency use among children aged 5–11 in the United States. Parents decide whether to vaccinate their children. Focus of the Article Guided by the health belief model, this research examined the factors associated with U.S. parents’ intentions to vaccinate their children aged 5–11 against COVID-19. It also investigated the role of liberty and collectivist values in parents’ intentions to vaccinate their children. Methods An online survey was conducted in November and December 2021, shortly after the U.S. Food and Drug Administration authorized Pfizer’s COVID-19 vaccine for use among children ages 5–11. Results Structural equation modeling analysis of 571 parents’ responses showed that parents’ perceptions of their children’s susceptibility to COVID-19, perceived efficacy of the vaccine, and their anticipated guilt for not vaccinating their children predicted their intentions to vaccinate their children. In addition, collectivist value orientations had strong and positive associations with perceived susceptibility, perceived benefits, and anticipated guilt. In contrast, libertarian value orientations negatively predicted these three variables with moderate effect sizes. Recommendations For future vaccination campaigns (e.g., COVID-19, influenza, or another emergent infectious disease), social marketing practitioners should first understand the role of perceived risks of a disease and the benefits and side effects of the vaccines based on formative research. Individuals, social groups, or regions with high libertarian or low collectivist value orientations may require different strategies (e.g., getting vaccinated may help you live more freely).