The proximal and distal effects of mortality salience on COVID‐19‐related health perceptions and intentions

Health preventative measures are important in reducing transmission of COVID‐19, yet death‐related thoughts might hinder preventative action. Using two online samples (N = 948), we examined how mortality salience (MS) may produce health‐related proximal and distal defenses relevant to COVID‐19, examining health optimism and appearance self‐worth as moderators. MS decreased perceived vulnerability as a proximal defense for those with high health optimism (Study 1), while those with low health optimism decreased perceived response efficacy of face masks and intention to wear a protective face mask (Study 2). Additionally, those with high appearance self‐worth displayed increased intention to wear an aesthetically appealing face mask as a distal defense to MS (Study 2). Our findings demonstrate the importance of considering how mortality concerns may channel health‐defeating and health‐promoting behaviors in respect to COVID‐19 and provide insight into how to produce sustained engagement in health preventative action to combat the pandemic.