How can we effectively promote the public’s prevention of coronavirus disease 2019 infection? Jordan et al. found with United States samples that emphasizing either self-interest or collective-interest of prevention behaviors could promote the public’s prevention intention. Moreover, prosocially framed messaging was more effective in motivating prevention intention than self-interested messaging. A dual consideration of both cultural psychology and the literature on personalized matching suggests the findings of Jordan et al. are counterintuitive, because persuasion is most effective when the frame of (...) the message delivered and the recipient of the message are culturally congruent. In order to better understand the potential influence of culture, the current research aimed to replicate and extend Jordan et al. findings in the Japanese context. Specifically, we examined the question whether the relative effectiveness of the prosocial appeal is culturally universal and robust, which types of ‘others’ especially promote prevention intention, and which psychological mechanisms can explain the impact of messaging on prevention intention. In Study 1, we confirmed that self-interested framed, prosocially framed, and the combination of both types of messaging were equally effective in motivating prevention intention. In Study 2, we found that family-framed messaging also had a promoting effect similar to that from self-interested and prosocial appeals. However, the relative advantage of prosocial appeals was not observed. Further, a psychological propensity relevant to sensitivity to social rejection did not moderate the impact of messaging on prevention intention in both studies. These results suggest that since engaging in the infection control itself was regarded as critical by citizens after public awareness of COVID-19 prevention has been sufficiently heightened, for whom we should act might not have mattered. Further, concerns for social rejection might have had less impact on the prevention intentions under these circumstances. These results suggest that the relative advantage of a prosocial appeal might not be either culturally universal or prominent in a collectivistic culture. Instead, they suggest that the advantages of such an appeal depends on the more dynamic influence of COVID-19 infection. (shrink)

We investigated the effect of culture, moral discourse, and motivation to engage in prosocial behavior on benefactors’ positive affect. Participants from three cultures responded to scenarios in which they could perform small acts of kindness for different targets. A stronger relationship between agentic and obligated motivation to perform acts of kindness, as well as between obligated motivation and positive affect, was observed for participants from Japan, and for individuals with higher endorsement of the Community Ethic. Agentic motivation to engage in (...) prosocial behavior was related to benefactors’ positive affect, regardless of relationship type. (shrink)

This study investigated the relationship between cultural value orientations and country-specific changes in mobility during the Covid-19 pandemic. The aim was to understand how cultural values relate to mobility behavior during the initial stages of the pandemic. The aggregated data include Schwartz's cultural orientations, Gross Domestic Product (GDP) per capita, number of Covid-19 cases per million, and mobility change during the Covid-19 pandemic (Google Mobility Reports; percentage decrease in retail and recreation mobility, transit station mobility, workplace mobility and percentage mobility (...) increase in residential areas). Regression analyses showed that, after controlling for economy and severity of disease, hierarchy was the primary factor reducing mobility, such as staying at home, and mobility in public spaces, such as avoiding retail and recreation sites (marginally significant). The results are discussed in the light of previous literature and the implications for social distancing measures. (shrink)