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

doi:10.1080/10410236.2022.2065747

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 journal › Article › peer-review

6 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 language	English (US)
Pages (from-to)	2302-2312
Number of pages	11
Journal	Health Communication
Volume	38
Issue number	11
DOIs	https://doi.org/10.1080/10410236.2022.2065747
State	Published - 2023

All Science Journal Classification (ASJC) codes

Health(social science)
Communication

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/10410236.2022.2065747

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

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.",

author = "Jeff Conlin and Michelle Baker and Bingbing Zhang and Heather Shoenberger and Fuyuan Shen",

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

Abstract

All Science Journal Classification (ASJC) codes

UN SDGs

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