Download This PaperTesting Two Attention-Related Effects in COVID-19 Vaccine Likelihood
28 Pages Posted: 28 Feb 2023
Abstract
In two studies (combined N=2,044 with online U.S.-based participants from Amazon Mechanical Turk via CloudResearch), we tested two theory-based methods intended to increase COVID-19 vaccine intentions. First and in the absence of choice, we test the benefit of offering a single option and informing about that option only vs multiple options and, second, we test the pleasure of having choice (compared to its absence). In Study 1, conducted December 10-17, 2020 prior to emergency use authorization for any COVID-19 vaccine, participants reported greater likelihood to get vaccinated when told about a single vaccine than when two vaccines were described and one was offered as expected based on attention splitting with multiple options. However, decreased positive affect (feelings about the vaccine) did not explain the effect as predicted. Also as predicted from attention-based choice and/or evaluative coding, the benefit of allowing people to choose also was supported; participants expressed stronger positive affect to the vaccine and likelihood to get vaccinated when allowed to choose between options. Study 2, conducted June 8-9, 2021 after FDA had authorized three vaccines, again revealed the benefits of having choice separately in unvaccinated and vaccinated individuals. These studies are the first to demonstrate that allowing people to choose among multiple vaccines increases intentions to vaccinate, including among currently-unvaccinated people. As hypothesized, positive affect to the vaccine mediated this effect. In the absence of choice, however, effects were mixed about whether informing about a single vaccine would increase intentions over informing about multiple vaccines. However, highlighting only a single vaccine may help early in vaccine rollout and/or when vaccine efficacies differ considerably. The pleasure of choice is an overlooked factor when considering how to increase vaccine uptake.
Note:
Funding Information: This project was supported by the National Science Foundation (SES- 2022478, SES-2017651, and SES-2029857).
Declaration of Interests: All authors attest they meet the ICMJE criteria for authorship.
Ethics Approval Statement: Informed consent was obtained as approved by the University of Oregon Institutional Review Board.
Keywords: Vaccination, Vaccine hesitancy, Health Communication, choice, affect, attention
Suggested Citation: Suggested Citation