A new study in the Journal of Public Health suggests that it is more effective to emphasize the harms that come from not getting vaccinated rather than emphasizing the benefits of vaccination at the individual or community level.
The study was based on findings from three experimental messages given to 1,085 participants from China who were randomly assigned to one of four groups, including one control group.
All groups were given a message about COVID-19 vaccination; the first group was told, "Vaccination can make you develop antibodies against COVID-19, thus reducing the likelihood of contracting COVID- 19 and developing severe symptoms after infection."
The second group’s message was "Vaccination can promote the formation of community herd immunity, thereby reducing the likelihood of community members getting infected with COVID-19 and developing severe symptoms after infection," while the third group’s message emphasized harm: "If you are not vaccinated, you will not develop antibodies to COVID-19, and thus you will be more susceptible to COVID-19 and more likely to develop severe symptoms after infection."
73% of harm group willing to get vaccinated
When asked about intent to receive the COVID-19 vaccine after hearing the group’s message, 72.6%. of the harm group said they would get vaccinated, compared to 62% in the community-benefit group. In the personal-benefit group, 65.5% said they likely to get vaccinated.
"The findings of the study can provide valuable insights for improving the ability of governments to respond to pandemics,” said senior author Ke Feng, PhD, of the University of Electronic Science and Technology of China, in a press release from Oxford University Press.