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Objectives  Public behaviour change is necessary to contain the spread of coronavirus (COVID‐19). Based on the reinforcement sensitivity theory (RST) framework, this study presents an examination of individual differences in some relevant psychological factors.    Design  Cross‐sectional psychometric.    Methods  UK respondents ( N  = 202) completed a personality questionnaire (RST‐PQ), measures of illness attitudes, concerns about the impact of coronavirus on health services and socio‐economic infrastructures, personal safety, and likelihood of voluntary self‐isolation.    Results  Respondents most concerned were older, had negative illness attitudes, and scored higher on reward reactivity (RR), indicating the motivation to take positive approach action despite prevailing worry/anxiety. Personal safety concerns were highest in those with negative illness attitudes and higher fight–flight–freeze system (FFFS, reflecting fear/avoidance) scores. Results suggest people are experiencing psychological conflict: between the urge to stay safe (FFFF‐related) and the desire to maintain a normal, pleasurable (RR‐related) life. Ways of ameliorating conflict may include maladaptive behaviours (panic buying), reflecting reward‐related displacement activity. Intended self‐isolation related to FFFS, but also low behavioural inhibition system (related to anxiety) scores. Older people reported themselves less likely to self‐isolate.    Conclusions  Interventions need to consider individual differences in psychological factors in behaviour change, and we discuss relevant literature to inform policy makers and communicators.Statement of contribution    What is already known on this subject?    Reinforcement sensitivity theory (RST) personality systems can influence perception of persuasive health messages.  However, there is limited evidence for their direct effects on health concerns and behaviours, and none relating to specific infectious diseases.What does this study add?    Reward reactivity (RR) is associated with concern about impact of coronavirus on the NHS and other social infrastructures, indicating the motivation to take positive‐approach action despite worry/anxiety.  Personal safety concerns are related to fight–flight–freeze system traits (FFFS, reflecting fear/avoidance).  Intended self‐isolation related to FFFS, but also low behavioural inhibition system (related to anxiety) scores.  Older people reported themselves less likely to self‐isolate.  Results suggest psychological conflict: between the urge to stay safe (FFFF‐related) and the desire to maintain a normal, pleasurable life (RR‐related).  Ways of ameliorating conflict may include maladaptive behaviours (panic buying), reflecting reward‐related displacement activity

Coronavirus (COVID‐19) in the United Kingdom: A personality‐based perspective on concerns and intention to self‐isolate