April 22-24, 2021
Promoting Equity in Health Communication Research
Promoting Equity in Health Communication Research
Abstract: One Size Does Not Fit All: Use of Prosocial Appeals in Messages Designed to Promote Vaccination
Background: Vaccination functions as a powerful public health tool in the prevention and transmission of a disease (Clegg, Rininger, & Baldwin, 2013). However, the effectiveness of this tool is contingent upon individuals’ decision to be vaccinated. In light of the COVID-19 pandemic, there are numerous concerns and hesitations surrounding vaccination due to psychological distress, the novelty of the disease, vaccine safety, and the propagation of misinformation (Morgul et al., 2020; Wang et al., 2020). The emotionally-charged nature of COVID-19 raises the need for vaccination education efforts to extend beyond mere acknowledgment of statistical information, incorporating emotions surrounding COVID-19 (Ferrer & Ellis, 2019; Morgul et al., 2020). According to the World Health Organization (2020), there may be merit in engaging positive emotions during COVID-19 by highlighting community ties and the collective aspiration to return to closer interactions after prolonged social distancing measures. Prosocial appeals, in particular, elicit positive emotions, serving to counteract negative emotions and vaccine hesitancies (Van Bavel et al., 2020). Moreover, there is value in employing prosocial appeals in the promotion of health preventive behaviors (Betsch, Böhm & Korn, 2013; Li, Taylor, Atkins, Chapman, & Galvani, 2016).
Purpose: The goal of this work, then, is to examine the effectiveness of prosocial appeals to messages designed to increase vaccination intentions and uptake. Previous literature has indicated that employment of prosocial appeals in vaccination messages leads to an increase of necessary vaccination levels, consequently contributing to the eradication of a disease (Betsch et al., 2013; Li et al., 2016). Therefore, it is hypothesized that the use of prosocial appeals in messages is associated with greater intentions to vaccinate. While examining this relationship, it is also crucial to consider other potentially moderating factors. This leads to the research question, is the effect of prosocial appeals in messages moderated by the quality of the risk measure or the type of vaccination?
Method: Due to the recurring theme of the influence of prosocial appeals in vaccination decisions (Betsch et al., 2013; Li et al., 2016), as well as the need to rapidly develop COVID-19 vaccination efforts (Chou & Budenz, 2020), this study will employ a meta-analytic approach to establish greater consistency and empirical evidence on the use of prosocial appeals in vaccination efforts.
Applications: Altogether, this analysis will highlight the influence of eliciting positive emotions to achieve persuasive outcomes in health-related contexts (Heffner, Vives, & FeldmanHall, 2020). The findings from this review lend importance to both theoretical and practical applications. Theoretically, findings will demonstrate the use of eliciting positive emotions through prosocial appeals in order to encourage health preventive behaviors (Chou, & Budenz, 2020). Through a practical lens, this study’s findings will support public health officials in the fight against today’s global pandemic, providing effective messaging strategies in promoting vaccination (Heffner et al., 2020). The current pandemic necessitates rapidly developed and adaptable initiatives, stressing the urgent need to identify effective behavioral compliance messaging strategies in real-time (Chou, & Budenz, 2020).
Purpose: The goal of this work, then, is to examine the effectiveness of prosocial appeals to messages designed to increase vaccination intentions and uptake. Previous literature has indicated that employment of prosocial appeals in vaccination messages leads to an increase of necessary vaccination levels, consequently contributing to the eradication of a disease (Betsch et al., 2013; Li et al., 2016). Therefore, it is hypothesized that the use of prosocial appeals in messages is associated with greater intentions to vaccinate. While examining this relationship, it is also crucial to consider other potentially moderating factors. This leads to the research question, is the effect of prosocial appeals in messages moderated by the quality of the risk measure or the type of vaccination?
Method: Due to the recurring theme of the influence of prosocial appeals in vaccination decisions (Betsch et al., 2013; Li et al., 2016), as well as the need to rapidly develop COVID-19 vaccination efforts (Chou & Budenz, 2020), this study will employ a meta-analytic approach to establish greater consistency and empirical evidence on the use of prosocial appeals in vaccination efforts.
Applications: Altogether, this analysis will highlight the influence of eliciting positive emotions to achieve persuasive outcomes in health-related contexts (Heffner, Vives, & FeldmanHall, 2020). The findings from this review lend importance to both theoretical and practical applications. Theoretically, findings will demonstrate the use of eliciting positive emotions through prosocial appeals in order to encourage health preventive behaviors (Chou, & Budenz, 2020). Through a practical lens, this study’s findings will support public health officials in the fight against today’s global pandemic, providing effective messaging strategies in promoting vaccination (Heffner et al., 2020). The current pandemic necessitates rapidly developed and adaptable initiatives, stressing the urgent need to identify effective behavioral compliance messaging strategies in real-time (Chou, & Budenz, 2020).