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Reexamining health messages in the political age: The politicization of the COVID‐19 pandemic and its detrimental effects on vaccine hesitancy

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  • Ioannis Kareklas
  • Devipsita Bhattacharya
  • Darrel D. Muehling
  • Victoria Kisekka

Abstract

Our work investigates the extent to which the politicization of health science may have impacted consumers' vaccine hesitancy during the COVID‐19 pandemic. This inter‐disciplinary, multi‐method manuscript reports the results of three empirical investigations designed to examine how the consumers' political leanings and the sources they rely on for information might influence their decisions to receive a COVID‐19 vaccine. We explore how radically opposing viewpoints regarding the pandemic may have eroded public trust in government institutions and health science during the months leading up to the 2020 U.S. presidential election. In addition, we examine how consumers with opposing political leanings may be differentially influenced by promotional messages that represent the two dominant contrasting viewpoints regarding the COVID‐19 pandemic. Importantly, we find that low vaccine‐hesitant Trump voters can be successfully targeted for pro‐vaccination interventions using highly credible spokespeople, perceived to have high levels of expertise and trustworthiness.

Suggested Citation

  • Ioannis Kareklas & Devipsita Bhattacharya & Darrel D. Muehling & Victoria Kisekka, 2023. "Reexamining health messages in the political age: The politicization of the COVID‐19 pandemic and its detrimental effects on vaccine hesitancy," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(3), pages 1120-1150, July.
    • Handle: RePEc:bla:jconsa:v:57:y:2023:i:3:p:1120-1150
    DOI: 10.1111/joca.12553
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    References listed on IDEAS

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    1. James N. Druckman, 2017. "The crisis of politicization within and beyond science," Nature Human Behaviour, Nature, vol. 1(9), pages 615-617, September.
    2. James N. Druckman & Samara Klar & Yanna Krupnikov & Matthew Levendusky & John Barry Ryan, 2021. "Affective polarization, local contexts and public opinion in America," Nature Human Behaviour, Nature, vol. 5(1), pages 28-38, January.
    3. Grewal, Dhruv & Gotlieb, Jerry & Marmorstein, Howard, 1994. "The Moderating Effects of Message Framing and," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 145-153, June.
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