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On the benefits of explaining herd immunity in vaccine advocacy

Author

Listed:
  • Cornelia Betsch

    (Center for Empirical Research in Economics and Behavioral Sciences, University of Erfurt
    Media and Communication Science, University of Erfurt)

  • Robert Böhm

    (School of Business and Economics, RWTH Aachen University)

  • Lars Korn

    (Center for Empirical Research in Economics and Behavioral Sciences, University of Erfurt
    Media and Communication Science, University of Erfurt)

  • Cindy Holtmann

    (Center for Empirical Research in Economics and Behavioral Sciences, University of Erfurt)

Abstract

Most vaccines protect both the vaccinated individual and the community at large by building up herd immunity. Even though reaching disease-specific herd immunity thresholds is crucial for eliminating or eradicating certain diseases1,2, explanation of this concept remains rare in vaccine advocacy3. An awareness of this social benefit makes vaccination not only an individual but also a social decision. Although knowledge of herd immunity can induce prosocial vaccination in order to protect others, it can also invite free-riding, in which individuals profit from the protection provided by a well-vaccinated society without contributing to herd immunity themselves. This cross-cultural experiment assesses whether people will be more or less likely to be vaccinated when they know more about herd immunity. Results show that in cultures that focus on collective benefits, vaccination willingness is generally higher. Communicating the concept of herd immunity improved willingness to vaccinate, especially in cultures lacking this prosocial cultural background. Prosocial nudges can thus help to close these immunity gaps.

Suggested Citation

  • Cornelia Betsch & Robert Böhm & Lars Korn & Cindy Holtmann, 2017. "On the benefits of explaining herd immunity in vaccine advocacy," Nature Human Behaviour, Nature, vol. 1(3), pages 1-6, March.
    • Handle: RePEc:nat:nathum:v:1:y:2017:i:3:d:10.1038_s41562-017-0056
    DOI: 10.1038/s41562-017-0056
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    Citations

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    Cited by:

    1. Jay J. Van Bavel & Katherine Baicker & Paulo S. Boggio & Valerio Capraro & Aleksandra Cichocka & Mina Cikara & Molly J. Crockett & Alia J. Crum & Karen M. Douglas & James N. Druckman & John Drury & Oe, 2020. "Using social and behavioural science to support COVID-19 pandemic response," Nature Human Behaviour, Nature, vol. 4(5), pages 460-471, May.
    2. Matteo M. Galizzi & Krystal W. Lau & Marisa Miraldo & Katharina Hauck, 2022. "Bandwagoning, free‐riding and heterogeneity in influenza vaccine decisions: An online experiment," Health Economics, John Wiley & Sons, Ltd., vol. 31(4), pages 614-646, April.
    3. Fanny Velardo & Verity Watson & Pierre Arwidson & François Alla & Stéphane Luchini & Michaël Schwarzinger, 2021. "Regional Differences in COVID-19 Vaccine Hesitancy in December 2020: A Natural Experiment in the French Working-Age Population," Post-Print hal-03513452, HAL.
    4. Shusaku Sasaki & Hirofumi Kurokawa & Fumio Ohtake, 2021. "Effective but fragile? Responses to repeated nudge-based messages for preventing the spread of COVID-19 infection," The Japanese Economic Review, Springer, vol. 72(3), pages 371-408, July.
    5. Reddinger, J. Lucas & Charness, Gary & Levine, David, 2022. "Prosocial motivation for vaccination," SocArXiv emj6v, Center for Open Science.
    6. Falco, Paolo & Zaccagni, Sarah, 2020. "Promoting social distancing in a pandemic: Beyond the good intentions," OSF Preprints a2nys, Center for Open Science.
    7. Hilary Byerly Flint & Paul Cada & Patricia A. Champ & Jamie Gomez & Danny Margoles & James R. Meldrum & Hannah Brenkert-Smith, 2022. "You vs. us: framing adaptation behavior in terms of private or social benefits," Climatic Change, Springer, vol. 174(1), pages 1-17, September.
    8. Shusaku Sasaki & Hirofumi Kurokawa & Fumio Ohtake, 2020. "Short-term responses to nudge-based messages for preventing the spread of COVID-19 infection: Intention, behavior, and life satisfaction," Discussion Papers in Economics and Business 20-11, Osaka University, Graduate School of Economics.
    9. Mulder, Laetitia B. & Lokate, Mariëtte, 2022. "The effect of moral appeals on influenza vaccination uptake and support for a vaccination mandate among health care workers," Social Science & Medicine, Elsevier, vol. 312(C).
    10. Juliane Wiese & Nattavudh Powdthavee, 2023. "How effective are covid-19 vaccine health messages in reducing vaccine skepticism? Heterogeneity in messages effectiveness by just world beliefs," Papers 2301.03303, arXiv.org.
    11. Andersson, Ola & Campos-Mercade, Pol & Meier, Armando N. & Wengström, Erik, 2021. "Anticipation of COVID-19 vaccines reduces willingness to socially distance," Journal of Health Economics, Elsevier, vol. 80(C).
    12. Talia Goren & Itai Beeri & Dana R. Vashdi, 2023. "Framing policies to mobilize citizens' behavior during a crisis: Examining the effects of positive and negative vaccination incentivizing policies," Regulation & Governance, John Wiley & Sons, vol. 17(2), pages 570-591, April.
    13. Robert Böhm & Nicolas W. Meier & Lars Korn & Cornelia Betsch, 2017. "Behavioural consequences of vaccination recommendations: An experimental analysis," Health Economics, John Wiley & Sons, Ltd., vol. 26(S3), pages 66-75, December.
    14. Moussa, Ouattara Zieh & Takeuchi, Kenji, 2022. "Does searching online for vaccination information affect vaccination coverage? Evidence from Sub-Saharan African countries," Economics & Human Biology, Elsevier, vol. 47(C).
    15. Per A. Andersson & Gustav Tinghög & Daniel Västfjäll, 2022. "The effect of herd immunity thresholds on willingness to vaccinate," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-7, December.
    16. Nelson-Coffey, S. Katherine & O'Brien, Mary M. & Braunstein, Bailey M. & Mickelson, Kristin D. & Ha, Thao, 2021. "Health behavior adherence and emotional adjustment during the COVID-19 pandemic in a US nationally representative sample: The roles of prosocial motivation and gratitude," Social Science & Medicine, Elsevier, vol. 284(C).

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