Exploring Communication Strategies to Encourage COVID-19 Vaccination: Motivation-Based Message Appeals, Incidental Emotions, and Risk Perception.
Health Commun
; : 1-13, 2022 Jan 23.
Article
in English
| MEDLINE | ID: covidwho-1649252
ABSTRACT
Motivation-based message appeals and incidental emotions have the potential to encourage COVID-19 vaccination, especially when the motivation components of the two agree. Risk perception may also interact with self vs. other-oriented message appeals. Results from a 2 (message appeal) × 4 (incidental emotion) online experiment (N = 306) indicate that when exposed to an altruistic message, those who experienced self-transcendent emotions reported higher COVID vaccination intention than those amused or not induced with emotions. This effect, however, was not identified in the egoistic message condition. Risk perception was positively associated with self-vaccination intention but did not interact with message appeals. The main effect of risk perception and interaction effects between incidental emotions and message appeals provide important implications for addressing vaccine hesitancy and increasing vaccine uptake.
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Type of study:
Prognostic study
Topics:
Vaccines
Language:
English
Journal:
Health Commun
Journal subject:
Health Services Research
/
Health Services
Year:
2022
Document Type:
Article
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