Surprisingly, economic cost frames have no discernible effect on vaccine intention. These effects are similar in magnitude irrespective of message source, and the inclusion of pre-bunking information. medical experts) and availability of information designed the “pre-bunk” potential misinformation about expedited clinical trial safety.įindings: We find that messages emphasizing the personal health risks and collective health consequences of not vaccinating significantly increase Americans’ intentions to vaccinate. We also randomly varied the message source (ordinary people vs. Methods: In a large (N = 7,064) and demographically representative survey experiment, we randomly assigned respondents to read pro-vaccine communication materials featuring one of the frames listed above. We investigate the effectiveness of three different health communication frames hypothesized to increase vaccine intention emphasizing either 1) personal health risks, 2) economic costs, or 3) collective public health consequences of not vaccinating. Unfortunately, previous research suggests that many Americans plan to refuse a vaccine thereby jeopardizing collective immunity. 4Deaprtment of Political Science, Carleton College, Northfield, MN, United StatesĬontext: Overcoming the COVID-19 pandemic will require most Americans to vaccinate against the virus.
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