Norms and COVID‐19 health behaviours: A longitudinal investigation of group factors

Abstract

AbstractMost studies on norms and COVID‐19 have ignored the group‐based and dynamic nature of normative influence where self‐relevant and salient groups might emerge and change along with their impact on health behaviours. The current research seeks to explore these issues using a three‐wave longitudinal design with a representative sample of Australians (Nwave 1 = 3024) where two group sources of potential normative influence (neighbourhood and national groups) and two COVID‐19 health behaviours (physical distancing and hand hygiene) were investigated in May, June/July and September/October 2020. Results indicated that especially from Wave 1 to Wave 2 neighbourhood descriptive norms (rather than national or injunctive norms) had the most impact on health behaviours while controlling for demographic and individual‐level health variables. This demonstrates that groups and associated norms that influence behaviours vary across time. It is concluded that research on norms needs to study which groups matter and when.