Abstract
The current study investigated cultural and psychological factors associated with intentions to reduce the spread of COVID‐19. Participants (n = 704) completed measures of individualism–collectivism, belief in conspiracy theories about COVID‐19, feelings of powerlessness, and intentions to engage in behaviours that reduce the spread of COVID‐19. Results revealed that vertical individualism negatively predicted intentions to engage in social distancing, directly and indirectly through both belief in COVID‐19 conspiracy theories and feelings of powerlessness. Vertical collectivism positively predicted social distancing intentions directly. Horizontal collectivism positively predicted social distancing intentions indirectly through feelings of powerlessness. Finally, horizontal collectivism positively predicted hygiene‐related intentions both directly and indirectly through lower feelings of powerlessness. These findings suggest that promoting collectivism may be a way to increase engagement with efforts to reduce the spread of COVID‐19. They also highlight the importance of examining the interplay between culture and both personal feelings (powerlessness) and information consumption (conspiracy theories) during times of crisis.