Persuasive messaging to increase COVID-19 vaccine uptake intentions.
Persuasive messaging to increase COVID-19 vaccine uptake intentions.
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DOI：
10.1016/j.vaccine.2021.10.039
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发表时间：
2021-12-03
期刊：
影响因子：
5.5
通讯作者：
Huber GA
中科院分区：
文献类型：
--
作者：
James EK;Bokemper SE;Gerber AS;Omer SB;Huber GA
广泛接种疫苗仍然是控制COVID-19传播和结束疫情的最佳选择。尽管该病毒对人们的生活造成了相当大的破坏，但许多人仍然对接种疫苗犹豫不决。然而，如果没有高的吸收率，这一流行病可能会延长。在这里，我们使用两个调查实验来研究说服性信息如何影响COVID-19疫苗接种意愿。在第一个实验中，我们测试了大量的治疗信息。一个信息分组借鉴了大规模疫苗接种是一个集体行动问题的观点，并强调了疫苗接种的亲社会益处或如果选择不接种疫苗可能会产生的声誉成本。另一组信息是基于当代对艾滋病的担忧，如限制个人自由或经济安全的问题。我们发现，有说服力的消息，调用亲社会的疫苗接种和社会形象的关注是有效的，在增加预期的吸收，也愿意说服他人和非疫苗接种者的判断。我们在具有全国代表性的美国人样本中复制了这一结果，并观察到亲社会信息在各个亚组中都很强大，包括那些对疫苗最犹豫的人。这些实验表明，有说服力的信息可以诱导个人更有可能接种疫苗，并产生溢出效应，说服其他人也这样做。本研究中的第一个实验在clinicaltrials.gov上注册，可以在ID号NCT 04460703下找到。本研究已在开放科学框架（OSF）注册，网址为：https://osf.io/qu8nb/? view_only=82f06ecad77f4e54b02e8581a65047d7。
Widespread vaccination remains the best option for controlling the spread of COVID-19 and ending the pandemic. Despite the considerable disruption the virus has caused to people’s lives, many people are still hesitant to receive a vaccine. Without high rates of uptake, however, the pandemic is likely to be prolonged. Here we use two survey experiments to study how persuasive messaging affects COVID-19 vaccine uptake intentions. In the first experiment, we test a large number of treatment messages. One subgroup of messages draws on the idea that mass vaccination is a collective action problem and highlighting the prosocial benefit of vaccination or the reputational costs that one might incur if one chooses not to vaccinate. Another subgroup of messages built on contemporary concerns about the pandemic, like issues of restricting personal freedom or economic security. We find that persuasive messaging that invokes prosocial vaccination and social image concerns is effective at increasing intended uptake and also the willingness to persuade others and judgments of non-vaccinators. We replicate this result on a nationally representative sample of Americans and observe that prosocial messaging is robust across subgroups, including those who are most hesitant about vaccines generally. The experiments demonstrate how persuasive messaging can induce individuals to be more likely to vaccinate and also create spillover effects to persuade others to do so as well. The first experiment in this study was registered at clinicaltrials.gov and can be found under the ID number NCT04460703. This study was registered at Open Science Framework (OSF) at: https://osf.io/qu8nb/?view_only=82f06ecad77f4e54b02e8581a65047d7.
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