‘Skin In The Game:’ Social Goals Implementation Intentions Increase Intentions To Comply With Covid-19 Preventive Measures

Despite the proven effectiveness of COVID-19 preventive measures (social distancing, frequent hand washing, vaccination, etc.), these remain inoperative if individuals do not adopt them. In this research, we sought to investigate the effectiveness of a novel type of intervention to foster compliance with COVID-19 preventive measures. Drawing upon the model of action phases and recent evidence linking social motives to compliance with recommendations from health authorities, we extended implementation intentions to the realm of social goals (Social Goals Implementation Intentions, or SGII). In a first study in France (