Facing the Strain: The Persuasive Effects of Conversion Messages on COVID-19 Vaccination Attitudes and Behavioral Intentions

Jeff Conlin, Michelle Baker, Bingbing Zhang, Heather Shoenberger, Fuyuan Shen

Research output: Contribution to journalArticlepeer-review

4 Scopus citations

Abstract

This study examined two-sided conversion messages in relation to one-sided advocacy messages in reducing vaccine hesitancy related to COVID-19 vaccine uptake. Results demonstrated that, for vaccine-hesitant participants, conversion messages increased pro-COVID-19 vaccination attitudes and behavioral intentions. For high vaccine-hesitant participants, the relationship between conversion messages and attitudes toward COVID-19 vaccinations was mediated through source credibility. For low vaccine-hesitant participants, mediation occurred through counterarguing. Findings have implications for health message tailoring related to COVID-19 vaccine uptake.

Original languageEnglish (US)
Pages (from-to)2302-2312
Number of pages11
JournalHealth Communication
Volume38
Issue number11
DOIs
StatePublished - 2023

All Science Journal Classification (ASJC) codes

  • Health(social science)
  • Communication

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