Choosing not to follow rules that will reduce the spread of COVID-19

In response to the COVID-19 pandemic, many authorities have implemented public health measures that place restrictions on individuals. Understanding how individuals respond to these new rules, particularly whether they are likely to follow or break them, is extremely important. Relational frame theory offers unique insights into rule-governed behavior, allowing researchers to develop functional-analytic interpretations of why a listener may understand a rule, have the required response established in their behavioral repertoire, and still choose not to follow the rule. Drawing from research on rule-following in accordance with relational frame theory and cognitive neuroscience, social psychology, and health literature, this paper presents reasons why a rule may be understood but not followed, identifying important considerations for implementing public health measures to reduce the spread of COVID-19. Specifically, rule-givers should attend to their credibility, authority and ability to mediate consequences, rule plausibility, establishing adequate motivative augmental control, whether the behavior specified in the rule opposes habits, and whether the message incites counterpliance.