Counterfactual thinking may attenuate polarization of COVID‐19 prevention behavior

Abstract Data from two U.S. online samples ( N = 613) indicated that conservatives consistently perceived face mask use as less important than did liberals. This difference was attenuated with high counterfactual engagement. Both studies provide correlational evidence of this robust moderation. Study 2 provides further insight into differences between liberals' and conservatives' emotional responses to COVID‐19 information, and suggests that during on‐going negative events, downward counterfactuals may not provide relief. Overall, these studies document the politicization of public health behavior, and find that emphasizing the causal links between behavior and COVID‐19 prevention may improve conservatives' attitudes toward CDC guidelines.