Can Protection Motivation Theory Explain and Predict Adherence to Protective Behaviors during COVID-19?

This research proposes that Protection Motivation Theory (PMT) can contribute to understanding differences in adherence to COVID-19 recommended guidelines. Two online studies confirmed PMT components’ capacity to predict adherence concurrently and across cultures, and again at six-week follow-up. The findings suggest that response efficacy should be emphasized in adherence-promoting messages.