To persuade the majority to continue to comply with the lockdown to slow the spread of coronavirus, it must become the only “socially acceptable norm”, a King’s College London study suggests.

“Social pressure from others” had an important role to play, lead researcher Dr Rebecca Webster told BBC News.

But this was not a reason for public shaming of others on social media.

And ensuring people had enough food, medical supplies and money to pay the bills was even more important.

“That’s what we’re seeing the government doing at the moment – working with supermarkets to make sure people aren’t going without and with NHS volunteers to make sure medicines are delivered,” Dr Webster said.

The study, published online in the journal Public Health, is based on 14

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