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Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender

Vaccination hesitancy is a barrier to India’s efforts to control the COVID-19 pandemic. Considerable resources have been spent to promote COVID-19 vaccination, but evaluations of such efforts are sparse. Our objective was to determine how vaccine videos that manipulate message appeal (collectivistic...

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Autores principales: Jamison, Amelia M., Rimal, Rajiv N., Ganjoo, Rohini, Burleson, Julia, Alperstein, Neil, Bhaktaram, Ananya, Pascual-Ferra, Paola, Mohanty, Satyanarayan, Parida, Manoj, Rath, Sidharth, Kluegel, Eleanor, Orton, Peter Z., Barnett, Daniel J.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9323130/
https://www.ncbi.nlm.nih.gov/pubmed/35891274
http://dx.doi.org/10.3390/vaccines10071110
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author Jamison, Amelia M.
Rimal, Rajiv N.
Ganjoo, Rohini
Burleson, Julia
Alperstein, Neil
Bhaktaram, Ananya
Pascual-Ferra, Paola
Mohanty, Satyanarayan
Parida, Manoj
Rath, Sidharth
Kluegel, Eleanor
Orton, Peter Z.
Barnett, Daniel J.
author_facet Jamison, Amelia M.
Rimal, Rajiv N.
Ganjoo, Rohini
Burleson, Julia
Alperstein, Neil
Bhaktaram, Ananya
Pascual-Ferra, Paola
Mohanty, Satyanarayan
Parida, Manoj
Rath, Sidharth
Kluegel, Eleanor
Orton, Peter Z.
Barnett, Daniel J.
author_sort Jamison, Amelia M.
collection PubMed
description Vaccination hesitancy is a barrier to India’s efforts to control the COVID-19 pandemic. Considerable resources have been spent to promote COVID-19 vaccination, but evaluations of such efforts are sparse. Our objective was to determine how vaccine videos that manipulate message appeal (collectivistic versus individualistic), tone (humorous versus serious), and source (male versus female protagonist) toward vaccines and vaccination. We developed eight videos that manipulated the type of appeal (collectivistic or individualistic), tone of the message (humor or serious), and gender of the vaccine promoter (male or female) in a 2 × 2 × 2 between-subjects experiment. Participants (N = 2349) were randomly assigned to watch one of eight videos in an online experiment. Beliefs about vaccines and those about vaccination were obtained before and after viewing the video. Manipulation checks demonstrated that each of the three independent variables was manipulated successfully. After exposure to the video, beliefs about vaccines became more negative, while beliefs about vaccination became more positive. Humor reduced negative beliefs about vaccines. Collectivism and protagonist gender did not affect beliefs about vaccines or vaccination. Those able to remember the protagonist’s gender (a measure of attention) were likely to develop favorable beliefs if they had also seen the humorous videos. These findings suggest that people distinguish beliefs about vaccines, which deteriorated after exposure to the videos, from beliefs about vaccination, which improved. We recommend using humor when appropriate and focusing on the outcomes of vaccination, rather than on the vaccines themselves.
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spelling pubmed-93231302022-07-27 Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender Jamison, Amelia M. Rimal, Rajiv N. Ganjoo, Rohini Burleson, Julia Alperstein, Neil Bhaktaram, Ananya Pascual-Ferra, Paola Mohanty, Satyanarayan Parida, Manoj Rath, Sidharth Kluegel, Eleanor Orton, Peter Z. Barnett, Daniel J. Vaccines (Basel) Article Vaccination hesitancy is a barrier to India’s efforts to control the COVID-19 pandemic. Considerable resources have been spent to promote COVID-19 vaccination, but evaluations of such efforts are sparse. Our objective was to determine how vaccine videos that manipulate message appeal (collectivistic versus individualistic), tone (humorous versus serious), and source (male versus female protagonist) toward vaccines and vaccination. We developed eight videos that manipulated the type of appeal (collectivistic or individualistic), tone of the message (humor or serious), and gender of the vaccine promoter (male or female) in a 2 × 2 × 2 between-subjects experiment. Participants (N = 2349) were randomly assigned to watch one of eight videos in an online experiment. Beliefs about vaccines and those about vaccination were obtained before and after viewing the video. Manipulation checks demonstrated that each of the three independent variables was manipulated successfully. After exposure to the video, beliefs about vaccines became more negative, while beliefs about vaccination became more positive. Humor reduced negative beliefs about vaccines. Collectivism and protagonist gender did not affect beliefs about vaccines or vaccination. Those able to remember the protagonist’s gender (a measure of attention) were likely to develop favorable beliefs if they had also seen the humorous videos. These findings suggest that people distinguish beliefs about vaccines, which deteriorated after exposure to the videos, from beliefs about vaccination, which improved. We recommend using humor when appropriate and focusing on the outcomes of vaccination, rather than on the vaccines themselves. MDPI 2022-07-12 /pmc/articles/PMC9323130/ /pubmed/35891274 http://dx.doi.org/10.3390/vaccines10071110 Text en © 2022 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Jamison, Amelia M.
Rimal, Rajiv N.
Ganjoo, Rohini
Burleson, Julia
Alperstein, Neil
Bhaktaram, Ananya
Pascual-Ferra, Paola
Mohanty, Satyanarayan
Parida, Manoj
Rath, Sidharth
Kluegel, Eleanor
Orton, Peter Z.
Barnett, Daniel J.
Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender
title Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender
title_full Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender
title_fullStr Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender
title_full_unstemmed Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender
title_short Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender
title_sort promoting vaccination in india through videos: the role of humor, collectivistic appeal and gender
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9323130/
https://www.ncbi.nlm.nih.gov/pubmed/35891274
http://dx.doi.org/10.3390/vaccines10071110
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