Herd immunity versus self-interest motives and norms effects on influenza vaccination intention.

OBJECTIVE: Promoting vaccine uptake is challenging. This research aimed to experimentally test the effect of communication strategies on influenza vaccine uptake intention. We hypothesized that the effect of descriptive norm level (10%-50%-90% of others vaccinated) on intention would vary according to whether the benefits are focused on the individual (self-interest motives) or others (herd-immunity motives). In particular, we predicted that low and high levels of norms would be detrimental in the herd-immunity condition (inverted-U pattern). In contrast, intention should increase linearly with the norm in the self-interest condition. METHOD: A representative sample of the Swiss population answered a survey containing vignettes manipulating norms (within-subjects variable) and motives (between-subjects variable, randomized). Their intention to receive a flu shot was measured for each situation. RESULTS: As expected, a significant simple quadratic effect of norm was obtained in the herd-immunity condition. No linear effect was found in the self-interest condition. A main effect of motives was found: The intention was higher in the herd-immunity condition than in the self-interest condition. Sensitivity analysis showed that our results are robust, except for the simple quadratic effect in the herd-immunity condition. CONCLUSIONS: Herd-immunity motive is more motivating to induce intention to vaccinate against influenza. The effect of norms appears to depend on the motive, and average levels of norms seem to be more motivating than very low and very high levels. The way vaccination is presented can influence adoption rates, and this should be considered when vaccination rates are communicated in the media. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

How to increase first-time donors' returns? The postdonation letter's content can make a difference.

BACKGROUND: Retention of first-time donors is pivotal for blood collection centers. The present study built on research showing the importance of donor identity among regular donors and sought to compare the effectiveness of various communication strategies on return rate. STUDY DESIGN AND METHODS: Postal letters were sent to a large sample of first-time whole blood donors (N = 1219) a few weeks following their first donation. Four versions of this letter were differently constructed in a way to boost the acquisition of donor identity (i.e., by including information about their ABO and Rh(D) blood group, emphasizing the salience of donor identity, offering a keyring with personalized information, or specifying the percentage of those sharing the same ABO and Rh(D) blood group). One version with no identity-related information served as a control condition. Participants' subsequent blood donations were tracked for 5-22 months after receiving the letter. RESULTS: Survival analysis showed that the return rate was significantly higher among those who had received information about the percentage of the country's population with the same ABO and Rh(D) blood group (in comparison with the four other versions). There was no significant effect on the blood type rarity. CONCLUSION: Blood collection centers could orient the strategy employed to communicate with first-time donors to improve donors' retention. Arousing a sense of social identification with others with the same blood type may reveal a promising avenue.

Cessation rates from a national collective social network smoking cessation programme: results from the 'I quit smoking with Facebook on March 21' Swiss programme.

Background Programmes for collective smoking cessation, based on the British model Stoptober, are proposed by public health units in many countries. There is a need for data estimating the rate at which participants in these programmes are successful in quitting smoking. We report a prospective study carried out as part of a large-scale collective cessation programme conducted in Switzerland in 2017. Methods 1112 participants among the 7008 smokers enrolled in the collective cessation programme were recruited before the start of the attempt. Continuous abstinence was measured 10 days, 3 months and 6 months after the start of the attempt. Participants who dropped out at follow-up were considered to have failed the attempt (worst-case scenario). Results The continuous abstinence rate was at least 37.9% at 10-day follow-up, 18.8% at 3-month follow-up and 13.1% at 6-month follow-up. Similar levels of continuous abstinence as the worst-case scenario were found in sensitivity analyses including those whose quit attempt started before the beginning of the programme and where multiple imputation was used to replace dropouts. Sensitivity analyses using complete cases or an indicator of abstinence which allows occasional lapses found around double the abstinence rates. Conclusions Our results support the potential usefulness of large-scale collective cessation campaigns and suggest that such programmes based on social networks are promising areas for future smoking cessation programme activity.

Socio-demographic and motivational correlates of smoking status at term and postpartum.

BACKGROUND: Tobacco consumption during pregnancy has consequences for pregnant women and their fetus, as well as during the postnatal period. Many women stop their tobacco consumption during pregnancy, but statistics vary about the exact proportion, and a non-negligible number of them are still smoking at term. Moreover, tobacco relapse after birth is frequent. This study aims to provide epidemiological indicators about tobacco consumption at term and post-partum relapse in Switzerland, and test risks factors associated with tobacco consumption at term, including Theory of Planned Behaviour variables for the motivational correlates. Losses to follow-up precluded testing risk factors associated with post-partum relapse. PARTICIPANTS AND PROCEDURE: Respondents were recruited at the pre-birth consultations at the hospital and answered the initial survey. They were contacted by email in the post-partum period two and six months after childbirth. RESULTS: 10.6% of our sample were still smoking at the end of their pregnancy. The low-end estimate of relapse is 21.2% at two months (the high-end estimate being 74% after six months, using the worst-case scenario). Higher education level, income, and multiparity were descriptively associated with less tobacco consumption at term. Perceived behavioural control was the motivational variable differing the most between smokers and non-smokers, and with the broadest variance. Scores of attitudes and subjective norms had higher levels and were more consensual. CONCLUSIONS: Incidence of tobacco consumption during pregnancy and during the post-partum period is problematic in Switzerland. One promising avenue is increasing pregnant women's perceived behavioural control toward smoking cessation during pregnancy and long-term abstinence.

Social Psychological Correlates of Protective Behaviours in the COVID-19 Outbreak: Evidence and Recommendations from a Nationally Representative Sample.

BACKGROUND: A clear picture of people's adoption of protective behaviours, and a thorough understanding of psychosocial correlates in the context of contagious diseases such as COVID-19, is essential for the development of communication strategies, and can contribute to the fight against epidemics. METHODS: In this paper, we report a survey on the adoption of the recommended protective behaviours before and during the epidemic. We also assessed demographic correlates, and beliefs (towards COVID-19 and protective behaviours, towards SARS-CoV-2 transmission, social dilemma variables, and perceived external cues) of a representative sample of British residents. Data were collected during the early stage of the COVID-19 epidemic that spread worldwide in 2020. RESULTS: Results showed a marked increase in the adoption of protective behaviour. We also identified targets for intervention in variables related to transmission of the virus and social dilemma-related beliefs. Sex differences in the adoption of protective measures, as well as differences associated with the frequency of social contacts, were associated with differences in beliefs. CONCLUSIONS: These findings suggest changeable determinants, which could be targeted in global communication about COVID-19, or in interventions targeting specific sub-groups not following the protective measures.

Act local but don't think too global: The impact of ecological goal level on behavior.

Growing awareness of humanity's impact on the environment raises the question of how best to encourage pro-environmental actions. Numerous campaigns have been created to convince people to adopt environmentally friendly everyday behaviors, with varying success. The difficulty may be due, at least in part, to the huge gap between these small individual actions and the high-level goals, such as "saving the planet," often used as incentives. We tested this hypothesis via four experiments. Studies 1 and 2 showed that high-level goals were less effective than low-level goals in promoting paper- and energy-saving behaviors. Study 3 showed that high-level goals engender lower perceived outcome expectancy and higher perception of cumulative effort. Study 4 showed that outcome expectancy mediates the direct effect of goal level on intention.