Containment measures against COVID-19 in Italy: the role of Protection Motivation and Values

Background. During the COVID-19 pandemic a lockdown was imposed, and individuals were forced to stay at home with strong limitations in their lives. In this period, the adherence to several anti-contagion measures was the only way to contain the pandemic and overwhelmed healthcare systems until vaccines would be available. Protection Motivation Theory might offer a valid theoretical framework to identify significant predictors of individuals’ motivation to protect themselves from the COVID-19. Through this study we aimed to examine the role of both threat and coping appraisals, together with personal values, in predicting the intention to follow anti-contagion measures among Italian citizens. Method. A total of 415 participants (mean age=33 years; SD=11.67) completed an online survey assessing threat appraisal (perceived threat severity and vulnerability), coping appraisal (perceived response efficacy and self-efficacy), fear of COVID-19, intentions to follow government measures, personal values. Path analysis was performed to examine the relationships among variables. Findings. According to our findings, threat appraisal was positively associated with intentions to follow anti-contagion measures via fear of COVID-19. Coping appraisal and personal values showed a direct and positive association with the intention to follow government measures to avoid the spread of COVID-19. Discussion. Our findings suggest that public health communications might enhance threat and coping appraisal in order to increase the intentions to follow anti-contagion measures among Italian individuals. The role of fear in mediating the relationship between threat appraisal and intentions was confirmed. Furthermore, appeals to values could be useful to increase compliance with COVID‐19 behavioral guidelines.