Article2021

Do Messages Matter? Investigating the Combined Effects of Framing, Outcome Uncertainty, and Number Format on COVID-19 Vaccination Attitudes and Intention

Tianen Chen · Minhao Dai · Shilin Xia · Yu Zhou

69 citations0/0 files storedHealth Communication

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Vaccine Coverage and Hesitancy Risk Perception and Management Communication and COVID-19 Impact

Abstract

Guided by prospect theory, the current study aims to explore Chinese adults’ attitudes and intention to get vaccinated against COVID-19 and investigate the effects of message frames (gain vs. loss), outcome uncertainty (certain vs. uncertain), and number format (frequency vs. percentage) on vaccination attitudes and intention. Participants (n = 413) were randomly assigned to one of the eight experimental conditions and participated in the online experiment. The results showed that Chinese adults’ attitudes toward COVID-19 vaccination were highly favorable, and the vaccination intention was high; age and education were positively correlated with attitudes and intention. The results also showed that message frames, outcome uncertainty, and number format did not have significant main or interaction effects on vaccination attitudes and intention. The discussion focused on how Chinese culture and contextual factors may have influenced the results of the study, as well as the implications and suggestions for future studies.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1981The Framing of Decisions and the Psychology of Choice 1998All Frames Are Not Created Equal: A Typology and Critical Analysis of Framing Effects 1997Shaping perceptions to motivate healthy behavior: The role of message framing.2006Numeracy and Decision Making 2007The Relative Persuasiveness of Gain-Framed Loss-Framed Messages for Encouraging Disease Prevention Behaviors: A Meta-Analytic Review 2020Intention to participate in a COVID-19 vaccine clinical trial and to get vaccinated against COVID-19 in France during the pandemic

Cited by

2022Interventions to increase COVID-19 vaccine uptake: a scoping review 2022Communicating uncertainty to the public during the COVID-19 pandemic: A scoping review of the literature 2022Message framing and COVID-19 vaccination intention: Moderating roles of partisan media use and pre-attitudes about vaccination 2021Information Framing Effect on Public’s Intention to Receive the COVID-19 Vaccination in China 2023Motivating COVID-19 Vaccination through Persuasive Communication: A Systematic Review of Randomized Controlled Trials

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