Purpose: The COVID-19 pandemic provides a novel context through which to evaluate salient factors for promoting behavioral change. We examined how attitudes, perceived community behaviors, and prior related behaviors predict intentions to (1) receive COVID-19 vaccination and (2) practice social distancing.
Design: Cross-sectional online survey administered through Amazon's Mechanical Turk in September 2020.
Subjects: A convenience sample of US adults (N = 1804).
Measures: COVID-19 vaccination and social distancing intentions were measured on a 7-point Likert scale. Predictor variables included general vaccination and social distancing attitudes, perceived community mask-wearing, prior influenza vaccination, prior social distancing, and socio-demographics.
Analysis: Descriptive statistics and linear regressions.
Results: Thirty percent of respondents reported a strong willingness to receive COVID-19 vaccination, while 67% strongly intended to engage in social distancing. In regression analyses, vaccination intention was predicted by positive vaccine attitudes (b = .84; 95%CI: .78, .90; P < .001), prior influenza vaccination (b = -.47; 95%CI: -.63, -.32; P < .001), and perceived community mask-wearing (b = -.28; 95%CI: -.56, -.01; P=.049). Intention to practice social distancing was predicted by positive attitudes (b = .65; 95%CI: .61, .69; P < .001), prior social distancing (b = -.49; 95%CI: -.59, -.39; P < .001), and perceived community mask-wearing (b = -.28; 95%CI: -.46, -.09; P = .003).
Conclusion: Findings have implications for health promotion efforts. Messages that are targeted and tailored on pre-existing attitudes may be more effective. Additionally, leveraging prior behaviors and perceived community behavior may improve communication strategies.
Keywords: COVID-19 vaccination; health communication; social distancing; vaccine acceptance.