Providing normative information increases intentions to accept a COVID-19 vaccine.

Despite the availability of multiple safe vaccines, vaccine hesitancy may present a challenge to successful control of the COVID-19 pandemic. As with many human behaviors, people's vaccine acceptance may be affected by their beliefs about whether others will accept a vaccine (i.e., descriptive norms). However, information about these descriptive norms may have different effects depending on the actual descriptive norm, people's baseline beliefs, and the relative importance of conformity, social learning, and free-riding. Here, using a pre-registered, randomized experiment (N = 484,239) embedded in an international survey (23 countries), we show that accurate information about descriptive norms can increase intentions to accept a vaccine for COVID-19. We find mixed evidence that information on descriptive norms impacts mask wearing intentions and no statistically significant evidence that it impacts intentions to physically distance. The effects on vaccination intentions are largely consistent across the 23 included countries, but are concentrated among people who were otherwise uncertain about accepting a vaccine. Providing normative information in vaccine communications partially corrects individuals' underestimation of how many other people will accept a vaccine. These results suggest that presenting people with information about the widespread and growing acceptance of COVID-19 vaccines helps to increase vaccination intentions.

Global survey on COVID-19 beliefs, behaviours and norms.

Policy and communication responses to COVID-19 can benefit from better understanding of people's baseline and resulting beliefs, behaviours and norms. From July 2020 to March 2021, we fielded a global survey on these topics in 67 countries yielding over 2 million responses. This paper provides an overview of the motivation behind the survey design, details the sampling and weighting designed to make the results representative of populations of interest and presents some insights learned from the survey. Several studies have already used the survey data to analyse risk perception, attitudes towards mask wearing and other preventive behaviours, as well as trust in information sources across communities worldwide. This resource can open new areas of enquiry in public health, communication and economic policy by leveraging large-scale, rich survey datasets on beliefs, behaviours and norms during a global pandemic.