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Emphasize personal health benefits to boost COVID-19 vaccination rates

Author

Listed:
  • Madison Ashworth

    (Department of Economics, University of Wyoming, Laramie, WY 82071)

  • Linda Thunström

    (Department of Economics, University of Wyoming, Laramie, WY 82071)

  • Todd L. Cherry

    (Department of Economics, University of Wyoming, Laramie, WY 82071)

  • Stephen C. Newbold

    (Department of Economics, University of Wyoming, Laramie, WY 82071)

  • David C. Finnoff

    (Department of Economics, University of Wyoming, Laramie, WY 82071)

Abstract

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. Their success depends on the number of people getting vaccinated. We used 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 examined the effect of these messages in combination. 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.

Suggested Citation

  • Madison Ashworth & Linda Thunström & Todd L. Cherry & Stephen C. Newbold & David C. Finnoff, 2021. "Emphasize personal health benefits to boost COVID-19 vaccination rates," Proceedings of the National Academy of Sciences, Proceedings of the National Academy of Sciences, vol. 118(32), pages 2108225118-, August.
    • Handle: RePEc:nas:journl:v:118:y:2021:p:e2108225118
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    Cited by:

    1. Seddig, Daniel & Maskileyson, Dina & Davidov, Eldad & Ajzen, Icek & Schmidt, Peter, 2022. "Correlates of COVID-19 vaccination intentions: Attitudes, institutional trust, fear, conspiracy beliefs, and vaccine skepticism," Social Science & Medicine, Elsevier, vol. 302(C).
    2. Hoy,Christopher Alexander & Rajee Kanagavel & Cameron,Corey Morales, 2022. "Intra-Household Dynamics and Attitudes toward Vaccines : Experimental and Survey Evidencefrom Zambia," Policy Research Working Paper Series 10136, The World Bank.
    3. Mendolia, Silvia & Walker, Ian, 2023. "COVID-19 vaccination intentions and subsequent uptake: An analysis of the role of marginalisation in society using British longitudinal data," Social Science & Medicine, Elsevier, vol. 321(C).
    4. Tom Chang & Mireille Jacobson & Manisha Shah & Rajiv Pramanik & Samir B. Shah, 2021. "Financial Incentives and Other Nudges Do Not Increase COVID-19 Vaccinations among the Vaccine Hesitant," NBER Working Papers 29403, National Bureau of Economic Research, Inc.

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