Social responsibility appeal and cross-lagged effects of perceived norms on mask-wearing behavior during the COVID-19 pandemic

• Main Authors: Kim, Hye Kyung, Lee, Hui Min, Tandoc, Edson C.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2025
• Subjects: Social Sciences; Mask wearing; COVID-19
• Online Access: https://hdl.handle.net/10356/183405

This study extends the Theory of Normative Social Behavior by examining the cross-lagged effects of perceived norms on mask-wearing intention and behavior during an evolving COVID-19 pandemic. We also investigate the normative mechanisms of how social responsibility appeals improve compliance with m...