Personality Matters during a Pandemic: Implicit Theory Beliefs Influence Preparedness and Prevention Behaviors

Yuanyuan Zhang, Pragya Mathur and Lauren Block

Journal of the Association for Consumer Research, 2021, vol. 6, issue 1, 168 - 177

Abstract: We show that individuals’ implicit theory orientation serves as an important determinant of the extent and timing of their COVID-19 preparedness behaviors (e.g., buying masks) and prevention behaviors (e.g., wearing masks), as well as their pandemic-related beliefs (e.g., perceptions of self-efficacy, vulnerability, severity). Across two studies, we show that those who endorse an incremental theory report better and earlier pandemic-related preparedness, greater compliance with pandemic-preventive behaviors, and believe in the severity of the disease, and yet those who endorse an entity theory report feeling more vulnerable to the disease. We suggest that by documenting the connection between implicit theory orientation and COVID-19 beliefs and behaviors, we provide a foundation for better understanding how to motivate individual responses to public health crises.

Date: 2021
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