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Abstract Regional Psychologically Valid Agents (R-PVAs) are computational models representing cognition and behavior of regional populations. R-PVAs are developed using ACT-R—a computational implementation of the Common Model of Cognition. We developed R-PVAs to model mask-wearing behavior in the U.S. over the pre-vaccination phase of COVID-19 using regionally organized demographic, psychographic, epidemiological, information diet, and behavioral data. An R-PVA using a set of five regional predictors selected by stepwise regression, a psychological self-efficacy process, and context-awareness of the effective transmission number,R_t, yields good fits to the observed proportion of the population wearing masks in 50 U.S. states [R²= 0.92]. An R-PVA based on regional Big 5 personality traits yields strong fits [R²= 0.83]. R-PVAs can be probed with combinations of population traits and time-varying context to predict behavior. R-PVAs are a novel technique to understand dynamical, nonlinear relations amongst context, traits, states, and behavior based on cognitive modeling. 

We present a computational cognitive model that incorporates and formalizes aspects of theories of individual-level behavior change and present simulations of COVID-19 behavioral response that modulates transmission rates. This formalization includes addressing the psychological constructs of attitudes, self-efficacy, and motivational intensity. The model yields signature phenomena that appear in the oscillating dynamics of mask wearing and the effective reproduction number, as well as the overall increase of rates of mask-wearing in response to awareness of an ongoing pandemic.