Collective Health versus Individual Freedom: Goal Centrality and Political Identity Shape COVID-19 Prevention Behaviors

During the COVID-19 pandemic, public health officials have recommended actions such as wearing masks and staying home to reduce infection rates and promote well-being. However, individual compliance requires sacrifice and has been inconsistent. These significant behavioral changes often conflict with other parts of consumers’ identities, including their political orientation. We investigate goal centrality—that is, considering a goal as a major part of the self-concept—and message alignment as easy-to-implement strategies to enhance compliance. In study 1, reflecting upon a goal to stay healthy as a central (vs. peripheral) component of the self positively influenced intentions and health-promoting behaviors for less conservative individuals. In study 2, we showed that politically aligned messaging increased fluency, bolstering intentions and compliance for both liberals and conservatives. Our findings reveal promising tools to promote compliance in the face of temptations; we discuss additional means for policy makers and other entities to foster community well-being.