A context‐sensitive collectivism during the COVID‐19 pandemic: Effect on the adoption of containment measures in China and the US

Abstract

This study investigates individuals' adoption of containment measures (e.g., wearing masks) from the perspectives of cultural values and trust in two countries—China and the US. Distinguished from previous definitions that characterise cultural values as rigid and fixed concepts, this study reconceptualizes collectivism to be a context‐sensitive construct. With survey data from a collectivism‐prevalent culture (China, n = 1578) and an individualism‐prevalent culture (the US, n = 1510), it unfolds the underlying mechanism by which collectivism influences people's adoption of containment measures in both countries. Results indicate that institutional trust serves as a significant mediator in this relationship. In both countries, individuals who hold a collectivistic value on the pandemic are more likely to endorse the adoption of containment measures. This endorsement is driven by their trust in public institutions, which stems from their collectivistic values. Additionally, slight distinctions emerge, revealing that collectivistic values directly predict the behaviours among Chinese individuals, whereas such a direct effect is not observed in the US. Practical implications will be offered.