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

Yanmengqian Zhou; Ruobing Li; Lijiang Shen

doi:10.1016/j.jvacx.2023.100279

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

Yanmengqian Zhou, Ruobing Li, Lijiang Shen

Communication Arts and Sciences

Research output: Contribution to journal › Article › peer-review

10 Scopus citations

Abstract

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 language	English (US)
Article number	100279
Journal	Vaccine: X
Volume	13
DOIs	https://doi.org/10.1016/j.jvacx.2023.100279
State	Published - Apr 2023

All Science Journal Classification (ASJC) codes

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

UN SDGs

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

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10.1016/j.jvacx.2023.100279

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AB - 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.

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

Abstract

All Science Journal Classification (ASJC) codes

UN SDGs

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