Social cure, what social cure? The propensity to underestimate the importance of social factors for health

S. Alexander Haslam, Charlotte McMahon, Tegan Cruwys, Catherine Haslam, Jolanda Jetten, Niklas K. Steffens

Recent meta-analytic research indicates that social support and social integration are highly protective against mortality, and that their importance is comparable to, or exceeds, that of many established behavioural risks such as smoking, high alcohol consumption, lack of exercise, and obesity that are the traditional focus of medical research (Holt-Lunstad et al., 2010). The present study examines perceptions of the contribution of these various factors to life expectancy within the community at large. American and British community respondents (N = 502) completed an on-line survey assessing the perceived importance of social and behavioural risk factors for mortality. As hypothesized, while respondents' perceptions of the importance of established behavioural risks was positively and highly correlated with their actual importance, social factors were seen to be far less important for health than they actually are. As a result, overall, there was a small but significant negative correlation between the perceived benefits and the actual benefits of different social and behavioural factors. Men, younger participants, and participants with a lower level of education were more likely to underestimate the importance of social factors for health. There was also evidence that underestimation was predicted by a cluster of ideological factors, the most significant of which was respondents' respect for prevailing convention and authorities as captured by Right-Wing Authoritarianism. Findings suggest that while people generally underestimate the importance of social factors for health this also varies as a function of demographic and ideological factors. They point to a range of challenges confronting those who seek to promote greater awareness of the importance of social factors for health.