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Of Pandemics and Zombies: The Influence of Prior Concepts on COVID-19 Pandemic-Related Behaviors

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  • Jessecae K. Marsh

    (Department of Psychology, Lehigh University, Bethlehem, PA 18018, USA)

  • Nick D. Ungson

    (Department of Psychology, Lehigh University, Bethlehem, PA 18018, USA
    Department of Psychology, Albright College, Bethlehem, PA 18018, USA)

  • Dominic J. Packer

    (Department of Psychology, Lehigh University, Bethlehem, PA 18018, USA)

Abstract

We use a concepts and categories research perspective to explore how prior conceptual knowledge influences thinking about a novel disease, namely COVID-19. We collected measures of how similar people thought COVID-19 was to several existing concepts that may have served as other possible comparison points for the pandemic. We also collected participants’ self-reported engagement in pandemic-related behaviors. We found that thinking the COVID-19 pandemic was similar to other serious disease outbreaks predicted greater social distancing and mask-wearing, whereas likening COVID-19 to the seasonal flu predicted engaging in significantly fewer of these behaviors. Thinking of COVID-19 as similar to zombie apocalypse scenarios or moments of major societal upheaval predicted stocking-up behaviors, but not disease mitigation behaviors. These early category comparisons influenced behaviors over a six-month span of longitudinal data collection. Our findings suggest that early conceptual comparisons track with emergent disease categories over time and influence the behaviors people engage in related to the disease. Our research illustrates how early concept formation influences behaviors over time, and suggests ways for public health experts to communicate with the public about emergent diseases.

Suggested Citation

  • Jessecae K. Marsh & Nick D. Ungson & Dominic J. Packer, 2021. "Of Pandemics and Zombies: The Influence of Prior Concepts on COVID-19 Pandemic-Related Behaviors," IJERPH, MDPI, vol. 18(10), pages 1-17, May.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:10:p:5207-:d:554353
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    References listed on IDEAS

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    1. Moreau, C Page & Markman, Arthur B & Lehmann, Donald R, 2001. ""What Is It?" Categorization Flexibility and Consumers' Responses to Really New Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 489-498, March.
    2. Senior, Victoria & Marteau, Theresa M. & Peters, Timothy J., 1999. "Will genetic testing for predisposition for disease result in fatalism? A qualitative study of parents responses to neonatal screening for familial hypercholesterolaemia," Social Science & Medicine, Elsevier, vol. 48(12), pages 1857-1860, June.
    3. Wändi Bruine de Bruin & Htay-Wah Saw & Dana P. Goldman, 2020. "Political polarization in US residents’ COVID-19 risk perceptions, policy preferences, and protective behaviors," Journal of Risk and Uncertainty, Springer, vol. 61(2), pages 177-194, October.
    4. Frank, Sarah M. & Durden, T. Elizabeth, 2017. "Two approaches, one problem: Cultural constructions of type II diabetes in an indigenous community in Yucatán, Mexico," Social Science & Medicine, Elsevier, vol. 172(C), pages 64-71.
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    Cited by:

    1. Mary Grace Harris & Emma Wood & Florencia K. Anggoro, 2022. "Mental Models of Illness during the Early Months of the COVID-19 Pandemic," IJERPH, MDPI, vol. 19(11), pages 1-12, June.

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