The COVID-19 pandemic brought the need to quickly deploy non-pharmaceutical measures like facemasks to reduce transmission rates into sharp focus. Factors influencing this behavior are examined through the classic attitude–behavior lens of Fishbein and Ajzen [Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley] cast in the language of property rights and social norms. Behavior is operationalized as wearing a facemask (or not) and attitude in terms of supporting a mandatory mask mandate. This yields targetable segments of the population as they are referred to in a marketing context: wearing/supporting, wearing/not supporting, not wearing/supporting, not wearing/not supporting [Kim, D, RT Carson, D Whittington and WM Hanemann (2022). Support for regulation versus compliance: Face masks during COVID-19. Public Health in Practice, 5, 100324]. Membership in each segment is predicted using a generalized structural equation modelling (GSEM) approach focused on three broad factors. The first includes political and demographic variables, which represent exogenous taste parameters. The second is a set of knowledge variables characterizing the COVID-19 information a person possesses. These are potentially influenceable by health officials. The third relates to risk cast in the form of knowing someone who had tested positive for COVID-19, been hospitalized or died from it. The GSEM results paint a rich picture of how our factor sets interact with the four targetable segments of the population in a critical situation where high but not perfect compliance is needed
