Containment measures against COVID-19 in Italy: The role of protection motivation and values

During the COVID-19 pandemic, the adherence to anti-contagion measures was the way to contain the pandemic and overwhelmed healthcare systems. Protection Motivation Theory might offer a valid framework to identify predictors of individuals' motivation to protect themselves from COVID-19. We examined the role of threat and coping appraisals, together with values, in predicting the intentions to follow anti-contagion measures among Italians. We used a correlational design. Path analysis was performed to examine the relationships among variables. A total of 420 participants 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, values. Threat appraisal was positively associated with intentions to follow anti-contagion measures via fear of COVID-19. Coping appraisal and values showed a positive association with the intentions to follow government measures to avoid the spread of COVID-19. Our findings suggest that public-health communications might enhance threat and coping appraisal to increase the intention to follow anti-contagion measures among Italians. Also the role of fear should be considered in health policies. Furthermore, appeals to values could be useful to increase compliance with COVID-19 behavioral guidelines.