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How do cultural biases, trust in government, and perceptions of risk and protective actions influence compliance with regulation of COVID-19? Analyzing Chinese (n = 646) and American public opinion samples (n = 1,325) from spring 2020, we use Grid–Group Cultural Theory and the Protective Action Decision Model to specify, respectively, cultural influences on public risk perceptions and decision-making regarding protective actions. We find that cultural biases mostly affect protective actions indirectly through public perceptions. Regardless of country, hierarchical cultural biases increase protective behaviors via positive perceptions of protective actions. However, other indirect effects of cultural bias via public perceptions vary across both protective actions and countries. Moreover, trust in government only mediates the effect of cultural bias in China and risk perception only mediates the effect of cultural bias in the United States. Our findings suggest that regulators in both countries should craft regulations that are congenial to culturally diverse populations.
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This content will become publicly available on February 17, 2026
Affect mediates culture’s effects on COVID-19 risk perceptions, behavioral intentions, and policy support among americans
The Affect Heuristic-Cultural Cognition Theory (AH-CCT) model and the Solution Aversion-based (SA) model both suggest affect, meaning feelings or discrete emotions about a target, mediates associations between ‘culture,’ such as political ideology or cultural biases, and risk responses, such as risk perceptions, protective behaviours, and supportive attitudes towards protective policy. However, the models differ respectively by defining negative affect as directed towards the hazard (‘hazard affect’) or a specific behaviour or policy response (‘solution aversion,’ negative affect about a proposed risk reduction method). We compare these models with longitudinal mediation analysis of U.S. COVID-19 survey data (n = 866 in smallest-sample wave). Solution aversion accounted for more associations of culture with risk perceptions, such as personal risk, collective risk, and risk severity; behaviour and behavioural intentions, regarding mask wearing, avoiding large public gatherings, and vaccination; and support for risk mitigation policies, regarding mask mandates, public gathering bans, and vaccination mandates. Statistically significant direct effects were rare and were mainly for egalitarian cultural bias; indirect effects occurred for egalitarians, political conservatives, and individualists. Implications for further research on risk responses are discussed relative to limited previous work on these affect-mediation models.
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- PAR ID:
- 10581701
- Date Published:
- Journal Name:
- Health, Risk & Society
- Volume:
- 27
- Issue:
- 1-2
- ISSN:
- 1369-8575
- Page Range / eLocation ID:
- 1 to 26
- Format(s):
- Medium: X
- Sponsoring Org:
- National Science Foundation
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