People more likely to follow Covid-19 rules when friends and family do

New research has shown that people are more likely to follow Covid-19 rules based on what their friends and family do, rather than their own principles.

Research led by the University of Nottingham carried out in partnership with experts in collective behaviour from British, French, German and American universities shows how social influence affects people’s adherance to government restrictions. The researchers found that the best predictor of people’s compliance to the rules was how much their close circle complied with the rules, which had an even stronger effect than people’s own approval of the rules.

The research published in British Journal of Psychology highlights a blindspot in policy responses to the pandemic. It also suggests that including experts in human and social behaviour is crucial when planning the next stages of the pandemic response, such as how to ensure that people comply with extended lockdowns or vaccination recommendations.

Release date: 21 January 2021
Source: University of Nottingham