A social-cognitive perspective of swine flu risk perception and individual response in Italy

To assess whether a contextualized model incorporating cognitive, socialcontextual, and affective factors related to the swine flu outbreak predicted changes in behaviour among members of the public in Italy. We hypothesized that worry and recent behaviours were each a function of cognitive and social-contextual factors. Methods: Between 16 and 19 February 2010 a telephone survey was conducted using random digit dialing. Participants were a representative sample of 1012 adults aged 18 or more residents of Italy. Participants were asked questions about recommended change in behaviour (e.g. increases inhandwashing and surface cleaning or plans made with a ‘flu friend’) and avoidance behaviours, worry and cognitive (e.g. perceived seriousness, likelihood of infection) and socialcontextual factors related to swine flu outbreak (e.g. social influence, trust). Results: Results showed that that affective responses, such as worry about swine flu, are a function of cognitive evaluations of this threat as well as social-contextual factors. Moreover, these cognitive and social-contextual factors, along with affective response were related to recommended change in behaviour and avoidance behaviours. Conclusions: The social-cognitive model examined in this study represents an important step in understanding and modelling the factors involved in individual response to the swine flu outbreak.