Cultural Authority and (Non)Compliance with Public Health Directives: The Effect of Legitimacy and Values on Behavior during the COVID-19 Pandemic.

During the COVID-19 pandemic in the United States, the success of public health authorities' strategies to curb the spread of the virus hinged on individuals' voluntary compliance with their directives. This study considers how two components of the cultural authority of public health influenced compliance with health guidelines during the pandemic: (1) individuals' views of public health officials as legitimate and (2) the shared value of health. I also examine the influence of other basic values, alongside health, on pandemic behavior. Data come from an original survey of 1,356 U.S. adults collected online in spring 2022. Findings reveal the pivotal role of perceived legitimacy of public health authorities in motivating compliance, even when considering perceived threat of the virus, political orientation, and other contextual factors. Results provide insight into why people complied with health guidelines by indicating how variation in individuals' value priorities influenced behavior.