Social Psychological Correlates of Protective Behaviours in the COVID‐19 Outbreak: Evidence and Recommendations from a Nationally Representative Sample

Background A clear picture of people’s adoption of protective behaviours, and a thorough understanding of psychosocial correlates in the context of contagious diseases such as COVID‐19, is essential for the development of communication strategies, and can contribute to the fight against epidemics. Methods In this paper, we report a survey on the adoption of the recommended protective behaviours before and during the epidemic. We also assessed demographic correlates, and beliefs (towards COVID‐19 and protective behaviours, towards SARS‐CoV‐2 transmission, social dilemma variables, and perceived external cues) of a representative sample of British residents. Data were collected during the early stage of the COVID‐19 epidemic that spread worldwide in 2020. Results Results showed a marked increase in the adoption of protective behaviour. We also identified targets for intervention in variables related to transmission of the virus and social dilemma‐related beliefs. Sex differences in the adoption of protective measures, as well as differences associated with the frequency of social contacts, were associated with differences in beliefs. Conclusions These findings suggest changeable determinants, which could be targeted in global communication about COVID‐19, or in interventions targeting specific sub‐groups not following the protective measures.