Social Motivation to Comply with COVID-19 Guidelines in Daily Life in South Korea and the United States

Collectivism assessed at the national level has been suggested as a psychological factor that affects compliance with COVID-19 guidelines in daily life. The level of assessment and conceptual construct of collectivism, however, vary across studies, which calls for the need to clarify the power of collectivism in explaining individuals’ compliance behaviour. With this aim, we investigated individual-level collectivism, the unique variance and other relevant factors, such as altruism (e.g., for the family, community, and humanity) and impression management (e.g., what others would think of me) in explaining compliance with COVID-19 guidelines in US and South Korean participants. The results of hierarchical regression analysis showed that collectivism was a significant factor that explained compliance only in the US participants, whereas impression management was significant and explained the additional variance over collectivism in compliance in both the US and South Korean participants. The findings suggest the importance of elucidating the overlap between collectivism and impression management in studies exploring COVID-19 guideline adherence in daily life.