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

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)...

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Detalles Bibliográficos
Autores principales: Zhou, Yanmengqian, Li, Ruobing, Shen, Lijiang
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2023
Materias:
Regular paper
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9987601/
https://www.ncbi.nlm.nih.gov/pubmed/36910012
http://dx.doi.org/10.1016/j.jvacx.2023.100279
Descripción
Sumario: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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