Why do we adopt new rules, such as social distancing? Although human sciences research stresses the key role of social influence in behaviour change, most COVID-19 campaigns emphasize the disease’s medical threat. In a global data set (n = 6,675), we investigated how social influences predict people’s adherence to distancing rules during the pandemic. Bayesian regression analyses controlling for stringency of local measures showed that people distanced most when they thought their close social circle did. Such social influence mattered more than people thinking distancing was the right thing to do. People’s adherence also aligned with their fellow citizens, but only if they felt deeply bonded with their country. Self-vulnerability to the disease predicted distancing more for people with larger social circles. Collective efficacy and collectivism also significantly predicted distancing. To achieve behavioural change during crises, policymakers must emphasize shared values and harness the social influence of close friends and family.

中文翻译：

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社会影响力很重要：当我们的亲密圈子这样做时，我们最会遵守流行病准则


为什么我们要采用新规则，例如保持社交距离？尽管人文科学研究强调社会影响在行为改变中的关键作用，但大多数 COVID-19 运动强调该疾病的医疗威胁。在全球数据集中（ n = 6,675），我们研究了社会影响如何预测人们在大流行期间遵守距离规则的情况。控制当地措施严格性的贝叶斯回归分析表明，当人们认为自己的亲密社交圈距离最远时，他们的距离最远。这种社会影响比人们认为保持距离是正确的事情更重要。人们的忠诚也与他们的同胞保持一致，但前提是他们与自己的国家有着深厚的联系。对于这种疾病的自我脆弱性预示着社交圈子较大的人会更加疏远。集体效能和集体主义也显着预测了距离。为了在危机期间实现行为改变，政策制定者必须强调共同价值观并利用亲密朋友和家人的社会影响力。