| Exploring Factors Influencing Attitudes towards COVID-19 Prevention Measures and Compliance with Behavioral Guidelines |
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Savannah Kelly, Hyoungkoo Khang |
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Dept. of Advertising & Public Relations, University of Alabama (United States) |
Correspondence:
Hyoungkoo Khang,
Email: khang@apr.ua.edu
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Received: 21 November 2023 • Revised: 17 April 2024 • Accepted: 22 April 2024 |
| Abstract |
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This study provides a comprehensive analysis of how individual traits, political ideologies, and media perceptions influence attitudes and behaviors toward COVID-19 prevention measures. It highlights the significant positive impact of individual-level collectivism and uncertainty avoidance on adherence to these measures, emphasizing the effectiveness of public health communications that resonate with collectivist values and offer clear, structured guidance. The research also reveals a negative correlation between conservative political ideology and compliance with COVID-19 prevention, suggesting that political affiliations significantly shape public health responses. Additionally, the study examines the role of media, showing that favorable views towards traditional media correlate with better compliance. These findings underline the importance of tailored health communication strategies that consider psychological, social, and political factors. This study also points to the necessity for further research to explore these dynamics more deeply across different cultural contexts, enhancing the efficacy of global public health initiatives. |
| Key Words:
COVID-19 prevention measures, attitude, behavior, resistance to persuasion , social media perception |
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