Taking the Cloth: How Religious Appeals Increase Compliance with COVID-19 Prevention Measures

During the COVID-19 pandemic, face masks have been recommended by the CDC and the WHO as key to reducing viral transmission. Yet, in the United States, one fifth of individuals say they wear masks at most some of the time, and a majority say that people in their community wear masks at most some of the time. What strategies most effectively encourage compliance with this critical covid-19 prevention measure? Relying on social identity theory, we experimentally assess two possible mechanisms of compliance, elite endorsement and social norms, among a representative sample of White U.S.–born Evangelicals, a group that has shown resistance to prevention measures. We find evidence for both mechanisms, but social norms play a remarkably important role – increasing support for mask-wearing by 6% with spillover effects on other prevention guidelines. Our findings confirm the role that appeals to norms and elite endorsements play in shaping individual behavior, and offer lessons for public health messaging.