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Political Orientation and Vaccination Attitude: The Moderating Role of Power Distance Belief

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  • Genevieve O'Connor
  • Hoori Rafieian
  • Nancy Wong
  • Avani Surana

Abstract

In the US and in other economically developed western countries, vaccine resistance persists despite medical evidence that vaccines are safe and effective. This research seeks to explore the role individual differences, driven by one's values and ethical beliefs, play in one's intent to comply with vaccine mandates. We propose that political ideologies shape one's perceived ethicality of vaccination mandates as well as the decision to comply with mandates and get vaccinated. Across three studies, we posit and show that power distance belief interacts with political orientation to increase vaccine mandates compliance. Further, we test a communication strategy that implies power distance and show that such strategy can help to improve vaccine intention among conservatives. This research provides a unique context to evaluate and develop strategies for how public policies that require population‐wide acceptance and adoption can be better communicated and implemented by appealing to individual values and beliefs.

Suggested Citation

  • Genevieve O'Connor & Hoori Rafieian & Nancy Wong & Avani Surana, 2025. "Political Orientation and Vaccination Attitude: The Moderating Role of Power Distance Belief," Journal of Consumer Affairs, Wiley Blackwell, vol. 59(2), June.
    • Handle: RePEc:bla:jconsa:v:59:y:2025:i:2:n:e70010
    DOI: 10.1111/joca.70010
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