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Messaging to boost COVID-19 vaccinations: emphasize personal health benefits

Principal Investigator(s): View help for Principal Investigator(s) Madison Ashworth, University of Wyoming; Linda Thunstrom, University of Wyoming; Todd Cherry, University of Wyoming; Stephen Newbold, University of Wyoming; David Finnoff, University of Wyoming

Version: View help for Version V5

Name	File Type	Size	Last Modified
Data-and-Code			05/30/2021 11:43:AM
Technical_SI_6.3.21 FINAL.docx	application/vnd.openxmlformats-officedocument.wordprocessingml.document	347.1 KB	06/04/2021 04:50:PM

Project Citation:

Ashworth, Madison, Thunstrom, Linda, Cherry, Todd, Newbold, Stephen, and Finnoff, David. Messaging to boost COVID-19 vaccinations: emphasize personal health benefits. Ann Arbor, MI: Inter-university Consortium for Political and Social Research [distributor], 2021-06-04. https://doi.org/10.3886/E139461V5

Project Description

Summary: The rapid development of COVID-19 vaccines is a tremendous scientific response to the current global pandemic. However, vaccines per se do not save lives and restart economies. The success of the vaccines depends on the number of people getting vaccinated. We use a survey experiment to examine the impact on vaccine intentions of a variety of public health messages identified as particularly promising: three messages that emphasize different benefits from the vaccines (personal health, the health of others, and the recovery of local and national economies), and one message that emphasizes vaccine safety. Because people will likely be exposed to multiple messages in the real world, we also examine the effect of these messages in combinations. Based on a nationally quota representative sample of 3,048 adults in the United States, our findings suggest that several forms of public messages can increase vaccine intentions, but messaging that emphasizes personal health benefits had the largest impact.

Scope of Project

Subject Terms: COVID-19 vaccine hesitancy; information messages

Geographic Coverage: United States

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