Testing an Integrated Theory: Distancing Norms in the Early Months of Covid-19

Abstract

We draw on norms theory to develop hypotheses about norms regulating social distancing during the Covid-19 pandemic. We identify two theoretical approaches—the consequentialist and social cues approach—and argue that understanding norms will be enhanced by integrating these two approaches. We apply these general theoretical approaches to the Covid-19 pandemic to suggest concrete hypotheses regarding distancing norms. We test our hypotheses using two vignette experiments. We find that when the consequences of behavior are clear, both behavior consequences and social cues independently affect norms. But when the consequences of a behavior are ambiguous, behaviors and social cues interact to affect norms. Theoretically, our results provide the first empirical test of an integrated theory of norms, showing that in ambiguous situations an integrated approach produces more accurate predictions than either the behavior consequences or social cues approach alone. Substantively, our paper helps to explain Covid-19 distancing norms and variation in those norms across political orientation. Our findings have implications for understanding support for and compliance with public health directives.

Rationales and Support for Norms in the Context of Covid-19

“…Consistent with this messaging, research finds that conservatives were less concerned about the virus than liberals (Calvillo et al 2020; for additional research on the effects of political actors on public opinion, see, e.g., Mason 2018; Merkley and Stecula 2021). Our research similarly shows that in spring 2020, norms regulating Covid-related behaviors varied with political orientation (Horne and Johnson 2021).…”

“…In spring 2020, many U.S. state governors asked their citizens to stay home and refrain from engaging in nonessential face-to-face activities to reduce the spread of disease, ''flatten the curve,'' and prevent hospitals from becoming overwhelmed (e.g., Haelle 2020; Stevens 2020). Norms at the time (April 2020) supported staying home and discouraged socializing (Horne and Johnson 2021). Measures limiting social interaction explicitly aimed to protect both individual and public health.…”

“…We test this argument using two online vignette experiments that describe two health-related behaviors-staying home and masking-and find substantial support. 1 Given the politicization of these behaviors (Horne and Johnson 2021), we also explore potential differences across political orientation of participants. Our findings provide a foundation for future work on the role of rationales in norm emergence, persistence, and erosion.…”

Introduction to the Special Issue on Coronavirus (COVID-19) & Society

“…Christine Horne and Monica Kirkpatrick Johnson (2021) use an experimental design to examine the issue of norm formation in the context of social distancing. They seek to explain the extent to which people expect Democrats and Republicans to disapprove of resisting social distancing.…”

Dynamic Pricing Strategy, Impacts of Fair Pricing Perception on Consumer Reaction

“…Perceived norms are "behavioral standards based on generally held perceptions about how group members should behave in a given situation" (Horne, 2001). According to recent research, norms can be divided into subjective norms and norms of others.…”