The impact of loneliness on compliance with COVID‐19 prevention guidelines

Abstract

Many individuals have been reluctant to follow the COVID‐19 prevention guidelines (e.g., wearing a mask, physical distancing, and vigilant handwashing) set forth by the U.S. Center for Disease Control to reduce the spread of COVID‐19. In this research, we use reciprocal altruism theory to investigate the role of loneliness and its impact on compliance with these guidelines. Our findings indicate that lonely individuals are less willing to comply with COVID‐19 prevention guidelines than non‐lonely individuals. Process evidence suggests that this occurs as loneliness can inhibit an individual's sense of obligation to reciprocate to others. However, we demonstrate that framing information about COVID‐19 through agentic (vs. communal) advertising messaging strategies can offset the negative impact of loneliness on compliance with COVID‐19 prevention guidelines. Thus, marketers and policymakers may want to consider the important role of loneliness when tailoring messaging appeals that encourage compliance with COVID‐19 prevention guidelines.

How are protective behaviors against COVID-19 socially controlled?

“…Adherence was higher for people whose interaction value did not change by adhering. Interacting with physical distancing and mask-wearing could produce psychological states of discomfort, lack of connection, or loneliness that difficult adherence, as Schultz and Newman (2022) found. This phenomenon probably occurred in the late months of quarantine when isolation increased the value of interacting while breaking the norms, as Shawler and Blair (2021) suggested.…”

“…These situations could increase the value of social interaction as reinforcers and facilitate risky behavior, as Shawler and Blair (2021) suggested. Schultz and Newman (2022) found that individuals who felt lonely were less willing to comply with protective behaviors than those who did not. For people, adhering to the norms was probably tricky because adherence represented a loss in the quality or quantity of social interactions, and they felt it was not the same (negative punishment).…”

Did Trust in Government Induce the Impact of Loneliness and Self-Control on Student’s Compliance during Social Restriction Implementation? A moderator analysis

“…Loneliness emerged as a prevalent mental health issue during the Covid-19 pandemic (Groarke et al, 2020;Killgore et al, 2020;Li & Wang, 2020). Schultz & Newman (2023) contend that the implementation of social distancing severed interpersonal connections, leading individuals to become more self-focused. Consequently, the diminished sense of responsibility stemming from loneliness contributed to the perception that compliance with social restriction policies was not beneficial (Schultz & Newman, 2023).…”

“…Schultz & Newman (2023) contend that the implementation of social distancing severed interpersonal connections, leading individuals to become more self-focused. Consequently, the diminished sense of responsibility stemming from loneliness contributed to the perception that compliance with social restriction policies was not beneficial (Schultz & Newman, 2023). This suggests that loneliness may act as a catalyst for individual non-compliance, driven by the desire for social interaction.…”

“…Previous research indicates that social restriction violations are linked to loneliness resulting from a lack of social relationships (Killgore et al, 2020;Schultz & Newman, 2023;Guo et al, 2023).…”