Psychological Profiles of COVID Vaccine-Hesitant Individuals and Implications for Vaccine Message Design Strategies
Vaccine: X
; 2023.
Article
in English
| EuropePMC | ID: covidwho-2288988
ABSTRACT
COVID-19 has caused tremendous consequences in the U.S., and combating the pandemic requires a significant number of Americans to receive COVID-19 vaccines. Guided by prominent health communication theories, this project took a formative evaluation approach and employed a national sample (N = 1,041) in the U.S. to explore the potential differences between vaccine-inclined vs. -hesitant individuals and to generate profiles of hesitant individuals as the foundation for audience segmentation and message targeting. Five distinct profiles emerged in the sample. Characteristics of each profile were described, and appropriate messaging strategies were identified to target each group. Theoretical and practical implications were discussed.
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Collection:
Databases of international organizations
Database:
EuropePMC
Topics:
Vaccines
Language:
English
Journal:
Vaccine: X
Year:
2023
Document Type:
Article
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