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.