Psychological profiles of COVID vaccine-hesitant individuals and implications for vaccine message design strategies

Yanmengqian Zhou, Ruobing Li, Lijiang Shen

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


COVID-19 has caused tremendous consequences in the U.S., and combating the pandemic requires a significant number of Americans to receive COVID-19 vaccines. Guided by prominent health communication theories, this project took a formative evaluation approach and employed a national sample (N = 1041) in the U.S. to explore the potential differences between vaccine-inclined vs. -hesitant individuals and to generate profiles of hesitant individuals as the foundation for audience segmentation and message targeting. Five distinct profiles emerged in the sample. Characteristics of each profile were described, and appropriate messaging strategies were identified to target each group. Theoretical and practical implications were discussed.

Original languageEnglish (US)
Article number100279
JournalVaccine: X
StatePublished - Apr 2023

All Science Journal Classification (ASJC) codes

  • Molecular Medicine
  • General Immunology and Microbiology
  • General Veterinary
  • Public Health, Environmental and Occupational Health
  • Infectious Diseases

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