Abstract

Taking a social identity approach to health behaviors, this research examines whether experimentally “activating” the human identity is an effective public-health strategy to curb the spread of COVID-19. Three goals of the research include examining: whether the human identity can be situationally activated using an experimental manipulation, whether activating the human identity causally increases behavioral intentions to protect the self and others from COVID-19, and whether activating the human identity causally increases behaviors that help protect vulnerable communities from COVID-19. Across two preregistered experiments, results suggest the manipulation of identification with humanity had a significant but small effect on participants’ psychological bond with all humanity, but not their concern for all humanity. However, the manipulation had no causal effect on health-related behavioral intentions or helping behaviors that reduce the spread of COVID-19. Limitations, future directions, and direct benefits of the research are discussed.