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Counter-stereotypical Messaging and Partisan Cues: Moving the Needle on Vaccines in a Polarized U.S

Author

Listed:
  • Bradley Larsen
  • Marc J. Hetherington
  • Steven H. Greene
  • Timothy J. Ryan
  • Rahsaan D. Maxwell
  • Steven Tadelis

Abstract

We report a large-scale randomized controlled trial designed to assess whether the counter-stereotypical messaging and partisan cues can induce people to get COVID-19 vaccines. Our study involved creating a 27-second video compilation of Donald Trump’s comments about the vaccine from Fox News interviews. We presented the video to millions of U.S. YouTube users in October 2021. Results indicate that the campaign increased the number of vaccines in the average treated county by 103. Spread across 1,014 treated counties, the total effect of the campaign was an estimated increase of 104,036 vaccines. The campaign was cost-effective: with an overall budget of about $100,000, the cost to obtain an additional vaccine was about $1 or less.

Suggested Citation

  • Bradley Larsen & Marc J. Hetherington & Steven H. Greene & Timothy J. Ryan & Rahsaan D. Maxwell & Steven Tadelis, 2022. "Counter-stereotypical Messaging and Partisan Cues: Moving the Needle on Vaccines in a Polarized U.S," NBER Working Papers 29896, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:29896
    Note: EH IO POL PE DEV
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    References listed on IDEAS

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    1. John M. Barrios & Yael Hochberg, 2020. "Risk Perception Through the Lens of Politics in the Time of the COVID-19 Pandemic," NBER Working Papers 27008, National Bureau of Economic Research, Inc.
    2. Allcott, Hunt & Boxell, Levi & Conway, Jacob & Gentzkow, Matthew & Thaler, Michael & Yang, David, 2020. "Polarization and public health: Partisan differences in social distancing during the coronavirus pandemic," Journal of Public Economics, Elsevier, vol. 191(C).
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    Cited by:

    1. Scott Duke Kominers & Alex Tabarrok, 2022. "Vaccines and the Covid-19 pandemic: lessons from failure and success [‘Many Say They’re Confused About Whether, When to Get Second Booster’]," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 38(4), pages 719-741.

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    More about this item

    JEL classification:

    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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