IDEAS home Printed from https://ideas.repec.org/p/nbr/nberwo/29896.html
   My bibliography  Save this paper

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
    as

    Download full text from publisher

    File URL: http://www.nber.org/papers/w29896.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sofia Amaral‐Garcia & Mattia Nardotto & Carol Propper & Tommaso Valletti, 2024. "Information and vaccine hesitancy: The role of broadband Internet," Health Economics, John Wiley & Sons, Ltd., vol. 33(9), pages 1936-1948, September.
    2. Scott Duke Kominers & Alex Tabarrok, 2022. "Vaccines and the Covid-19 pandemic: lessons from failure and success," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 38(4), pages 719-741.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Nicholas W. Papageorge & Matthew V. Zahn & Michèle Belot & Eline Broek-Altenburg & Syngjoo Choi & Julian C. Jamison & Egon Tripodi, 2021. "Socio-demographic factors associated with self-protecting behavior during the Covid-19 pandemic," Journal of Population Economics, Springer;European Society for Population Economics, vol. 34(2), pages 691-738, April.
    2. Shanike J. Smart & Solomon W. Polachek, 2024. "COVID-19 vaccine and risk-taking," Journal of Risk and Uncertainty, Springer, vol. 68(1), pages 25-49, February.
    3. Anindya Ghose & Beibei Li & Meghanath Macha & Chenshuo Sun & Natasha Ying Zhang Foutz, 2020. "Trading Privacy for the Greater Social Good: How Did America React During COVID-19?," Papers 2006.05859, arXiv.org.
    4. Ester Faia & Andreas Fuster & Vincenzo Pezone & Basit Zafar, 2024. "Biases in Information Selection and Processing: Survey Evidence from the Pandemic," The Review of Economics and Statistics, MIT Press, vol. 106(3), pages 829-847, May.
    5. Bradley J. Larsen & Timothy J. Ryan & Steven Greene & Marc J. Hetherington & Rahsaan Maxwell & Steven Tadelis, 2022. "Using Donald Trump's COVID-19 Vaccine Endorsement to Give Public Health a Shot in the Arm: A Large-Scale Ad Experiment," Papers 2203.02625, arXiv.org, revised Mar 2022.
    6. Sergei Guriev & Elias Papaioannou, 2022. "The Political Economy of Populism," Journal of Economic Literature, American Economic Association, vol. 60(3), pages 753-832, September.
    7. Abel Brodeur & David Gray & Anik Islam & Suraiya Bhuiyan, 2021. "A literature review of the economics of COVID‐19," Journal of Economic Surveys, Wiley Blackwell, vol. 35(4), pages 1007-1044, September.
    8. Maxim Ananyev & Michael Poyker & Yuan Tian, 2021. "The safest time to fly: pandemic response in the era of Fox News," Journal of Population Economics, Springer;European Society for Population Economics, vol. 34(3), pages 775-802, July.
    9. John M. Barrios & Efraim Benmelech & Yael V. Hochberg & Paola Sapienza & Luigi Zingales, 2020. "Civic Capital and Social Distancing during the Covid-19 Pandemic," NBER Working Papers 27320, National Bureau of Economic Research, Inc.
    10. Bazzi, Samuel & Fiszbein, Martin & Gebresilasse, Mesay, 2021. "“Rugged individualism” and collective (in)action during the COVID-19 pandemic," Journal of Public Economics, Elsevier, vol. 195(C).
    11. Granja, João & Makridis, Christos & Yannelis, Constantine & Zwick, Eric, 2022. "Did the paycheck protection program hit the target?," Journal of Financial Economics, Elsevier, vol. 145(3), pages 725-761.
    12. Paul Bokern & Jona Linde & Arno Riedl & Peter Werner, 2023. "The Robustness of Preferences during a Crisis: The Case of Covid-19," CESifo Working Paper Series 10595, CESifo.
    13. Sumedha Gupta & Kosali I. Simon & Coady Wing, 2020. "Mandated and Voluntary Social Distancing During The COVID-19 Epidemic: A Review," NBER Working Papers 28139, National Bureau of Economic Research, Inc.
    14. Coibion, Olivier & Gorodnichenko, Yuriy & Weber, Michael, 2020. "Labor Markets During the Covid-19 Crisis: A Preliminary View," Department of Economics, Working Paper Series qt7rx7t91p, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
    15. Luca Bonacini & Giovanni Gallo & Fabrizio Patriarca, 2021. "Identifying policy challenges of COVID-19 in hardly reliable data and judging the success of lockdown measures," Journal of Population Economics, Springer;European Society for Population Economics, vol. 34(1), pages 275-301, January.
    16. Carola Binder, 2020. "Coronavirus Fears and Macroeconomic Expectations," The Review of Economics and Statistics, MIT Press, vol. 102(4), pages 721-730, October.
    17. Coibion, Olivier & Gorodnichenko, Yuriy & Weber, Michael, 2020. "Political Polarization and Expected Economic Outcomes," Department of Economics, Working Paper Series qt9h51c373, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
    18. Coibion, Olivier & Gorodnichenko, Yuriy & Weber, Michael, 2020. "The Cost of the COVID-19 Crisis: Lockdowns, Macroeconomic Expectations, and Consumer Spending," Department of Economics, Working Paper Series qt4jn1x65h, Department of Economics, Institute for Business and Economic Research, UC Berkeley.
    19. Egorov, Georgy & Enikolopov, Ruben & Makarin, Alexey & Petrova, Maria, 2021. "Divided we stay home: Social distancing and ethnic diversity," Journal of Public Economics, Elsevier, vol. 194(C).
    20. Zhang, Zhiwei & Liu, Gao & Chen, Bin & Huang, Kun, 2022. "Social asset or social liability? How partisanship moderates the relationship between social capital and Covid-19 vaccination rates across United States counties," Social Science & Medicine, Elsevier, vol. 311(C).

    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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nbr:nberwo:29896. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/nberrus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.