Using framing and nudging to increase COVID-19 vaccine willingness: An experimental study
Many people are hesitant or unwilling to take advantage of potentially life-saving vaccines; this is true even in a global pandemic and even when vaccines are readily available and/or free. Apart from general unwillingness to be vaccinated, fear of side effects is a frequently named reason for vacci...
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LLC "CPC "Business Perspectives"
2024-12-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21162/IM_2024_04_Schorn.pdf |
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| author | Robert Schorn Verena Christl Kathrin Oberhofer |
| author_facet | Robert Schorn Verena Christl Kathrin Oberhofer |
| author_sort | Robert Schorn |
| collection | DOAJ |
| description | Many people are hesitant or unwilling to take advantage of potentially life-saving vaccines; this is true even in a global pandemic and even when vaccines are readily available and/or free. Apart from general unwillingness to be vaccinated, fear of side effects is a frequently named reason for vaccine hesitation. This survey-based study, carried out online in Austria in March of 2021, examines the efficacy of two different approaches – framing and nudging – in promoting a fictional COVID-19 vaccine program. While nudging had no visible effects, either positive or negative, framing was associated with more positive feelings toward the campaign and a greater intention to be vaccinated, though only among those already pre-disposed to get the vaccine. Governments and healthcare organizations are eager to find low-cost measures to increase vaccination rates for COVID-19 and other diseases. This study’s results suggest that addressing and positively framing the high likelihood of problem-free vaccinations should form an integral part of public messages, but that this approach may be ineffective among those who are strongly hesitant or unwilling.
AcknowledgementSupported by funds from the province of Tyrol. |
| format | Article |
| id | doaj-art-e95eb16eee114d6bb9cfcfb983ffe0d4 |
| institution | OA Journals |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2024-12-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-e95eb16eee114d6bb9cfcfb983ffe0d42025-08-20T02:15:47ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262024-12-0120415816710.21511/im.20(4).2024.1421162Using framing and nudging to increase COVID-19 vaccine willingness: An experimental studyRobert Schorn0https://orcid.org/0000-0002-9580-0558Verena Christl1Kathrin Oberhofer2https://orcid.org/0000-0002-1908-5206Dr., Senior Scientist, Faculty of Psychology, Department of Psychology and Sports Medicine, UMIT TIROL – Private University for Health Sciences and Health Technology, AustriaMSc, Research Assistant, Faculty of Psychology, Department of Psychology and Sports Management, UMIT TIROL – Private University for Health Sciences and Health Technology, AustriaDr., Senior Lecturer, Faculty of Language, Literature and Culture, Department of English, University of Innsbruck, AustriaMany people are hesitant or unwilling to take advantage of potentially life-saving vaccines; this is true even in a global pandemic and even when vaccines are readily available and/or free. Apart from general unwillingness to be vaccinated, fear of side effects is a frequently named reason for vaccine hesitation. This survey-based study, carried out online in Austria in March of 2021, examines the efficacy of two different approaches – framing and nudging – in promoting a fictional COVID-19 vaccine program. While nudging had no visible effects, either positive or negative, framing was associated with more positive feelings toward the campaign and a greater intention to be vaccinated, though only among those already pre-disposed to get the vaccine. Governments and healthcare organizations are eager to find low-cost measures to increase vaccination rates for COVID-19 and other diseases. This study’s results suggest that addressing and positively framing the high likelihood of problem-free vaccinations should form an integral part of public messages, but that this approach may be ineffective among those who are strongly hesitant or unwilling. AcknowledgementSupported by funds from the province of Tyrol.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21162/IM_2024_04_Schorn.pdfconsumer persuasionCOVID-19framingnudgingvaccination |
| spellingShingle | Robert Schorn Verena Christl Kathrin Oberhofer Using framing and nudging to increase COVID-19 vaccine willingness: An experimental study Innovative Marketing consumer persuasion COVID-19 framing nudging vaccination |
| title | Using framing and nudging to increase COVID-19 vaccine willingness: An experimental study |
| title_full | Using framing and nudging to increase COVID-19 vaccine willingness: An experimental study |
| title_fullStr | Using framing and nudging to increase COVID-19 vaccine willingness: An experimental study |
| title_full_unstemmed | Using framing and nudging to increase COVID-19 vaccine willingness: An experimental study |
| title_short | Using framing and nudging to increase COVID-19 vaccine willingness: An experimental study |
| title_sort | using framing and nudging to increase covid 19 vaccine willingness an experimental study |
| topic | consumer persuasion COVID-19 framing nudging vaccination |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21162/IM_2024_04_Schorn.pdf |
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