Promoting Vaccination in India through Videos: The Role of Humor, Collectivistic Appeal and Gender.

ABSTRACT: 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

SUBMITTER: Jamison AM 

PROVIDER: S-EPMC9323130 | biostudies-literature | 2022 Jul

REPOSITORIES: biostudies-literature