Cargando…
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...
Autores principales: | , , , , , , , , , , , , |
---|---|
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 |
_version_ | 1784756474767998976 |
---|---|
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. |
format | Online Article Text |
id | pubmed-9323130 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | MDPI |
record_format | MEDLINE/PubMed |
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 |
work_keys_str_mv | AT jamisonameliam promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT rimalrajivn promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT ganjoorohini promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT burlesonjulia promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT alpersteinneil promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT bhaktaramananya promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT pascualferrapaola promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT mohantysatyanarayan promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT paridamanoj promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT rathsidharth promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT kluegeleleanor promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT ortonpeterz promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender AT barnettdanielj promotingvaccinationinindiathroughvideostheroleofhumorcollectivisticappealandgender |