“…Understanding why people approve of, reject, or comply with measures aimed at reducing the spread of contagious viruses or the severity of infections is important for researchers, policymakers, and those who instantiate such measures. Such an understanding could help us to effectively cope with future pandemics and serve as a starting point to design effective interventions to motivate desirable health outcomes.Previous studies suggest a number of factors that influence the degree to which people in different societies support or reject COVID-19 pandemic-related health behaviors, such as self-interest, pro-sociality, religiosity, conspiracy beliefs, trust, national identification, perceived effectiveness, and quality of institutions [7][8][9][10][11][12][13][14] . In this paper, we add to this literature by arguing that to understand why people support or oppose certain measures, it is crucial to understand: (I) which individuals, groups, social movements, or organizations (referred to as 'protagonists' in the following) people identify as relevant, and (II) how people perceive these protagonists.…”