Gong Z, Tang Z, Li J. What Strategy Is Better for Promoting COVID-19 Vaccination? A Comparison Between Gain-Framed, Loss-Framed, and Altruistic Messages.
Ann Behav Med 2021;
56:325-331. [PMID:
34398184 DOI:
10.1093/abm/kaab070]
[Citation(s) in RCA: 7] [Impact Index Per Article: 2.3] [Reference Citation Analysis] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Indexed: 11/13/2022] Open
Abstract
BACKGROUND/OBJECTIVE
Vaccination is an efficient public health strategy for controlling infectious diseases like the COVID-19 pandemic. Therefore, this study evaluates the effect of gain-framed, loss-framed, and altruism messages on willingness to get a COVID-19 vaccine and confirms the best strategy for promoting vaccination.
METHODS
Herein, we designed an online survey experiment, including a control (exposure to non-framed information) and three experimental (exposure to gain-framed, loss-framed, or altruistic messages) groups, to assess the vaccination willingness. All participants (n = 1316) were randomly assigned into one of the four groups.
RESULTS
The individuals exposed to gain-framed, loss-framed, or altruism messages exhibited a higher willingness to get a COVID-19 vaccine than those exposed to non-framed information. Moreover, the loss-framed information effect on vaccination willingness was more substantial than the other two messages. However, no significant difference was observed between the gain-framed and altruism messages.
CONCLUSION
This study suggests that a loss-framed information dissemination strategy could be preferable to motivate vaccination willingness against COVID-19.
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