Containing the spread of COVID-19 demands mass-scale shifts in public behavior.

Persuading people to stay home, practice social distancing, wear face masks, or eventually get a vaccine is largely depends on effective communications.

Most people who are disregarding public health recommendations probably either don’t consider themselves as high-risk for grave consequences of the coronavirus or don’t believe the suggested behaviors will save them.

Social codes have a crucial impact on decision-making. In cities where most citizens are maintaining the health guidelines, others are likely to respect. Despite the fact that Iranian officials create serious norms early in the pandemic, wearing masks and maintaining social distance are still unpopular in some places, specially where the situation has been specified as red zone.

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