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Anticipating pride or regret? Effects of anticipated affect focused persuasive messages on intention to get vaccinated against COVID-19.

ABSTRACT: Understanding the factors that increase intention to receive COVID-19 vaccines is essential to maximise the vaccination campaign effectiveness. The present experimental study evaluated the effect of exposure to messages targeting cognitive attitude plus anticipated positive (pride) or negative (regret) affective reactions on intention to get vaccinated. Participants included 484 Italian adults randomly allocated to one of four conditions: 1) cognitive attitude message; 2) cognitive attitude plus positive affect message; 3) cognitive attitude plus negative affect message; 4) control condition (no message). Results showed that participants in the second condition reported greater intention to get vaccinated against COVID-19 compared with those in the control condition. Parallel mediation analysis indicated that the effect of the second condition on intention was fully mediated by cognitive attitude and anticipated positive affect. These findings suggest that future campaigns aimed at promoting COVID-19 vaccination intention could usefully target both cognitive attitude and anticipated positive affect.

SUBMITTER: Capasso M

PROVIDER: S-EPMC8452346 | biostudies-literature | 2021 Nov

REPOSITORIES: biostudies-literature

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Anticipating pride or regret? Effects of anticipated affect focused persuasive messages on intention to get vaccinated against COVID-19.

Capasso Miriam M Caso Daniela D Conner Mark M

Social science & medicine (1982) 20210920

Understanding the factors that increase intention to receive COVID-19 vaccines is essential to maximise the vaccination campaign effectiveness. The present experimental study evaluated the effect of exposure to messages targeting cognitive attitude plus anticipated positive (pride) or negative (regret) affective reactions on intention to get vaccinated. Participants included 484 Italian adults randomly allocated to one of four conditions: 1) cognitive attitude message; 2) cognitive attitude plus ...[more]

PMID: 34562773

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Project description:It is widely accepted that affect is associated with motivation, decision making and well-being. Studies from various domains suggest that anticipated affect is a key determinant of behavioral intention. In this research, we conducted a meta-analysis to determine the strength of the correlation between anticipated affect and behavioral intention. We searched the electronic databases PsycInfo, Scopus, Pubmed and Cochrane Library for articles published before July 2021. Studies were included based on the criteria 1) Participants are adults, 2) Participants rated their intention to engage in some behavior and the affect that they anticipate to experience if they perform or (not perform) the particular behavior, and 3) Pearson correlation coefficient(s) between behavioral intention and anticipated affect are reported. Studies whose target populations were patients with known psychiatric conditions were excluded. Correlation coefficients gathered from the selected studies were analyzed using a correlation-based meta-analysis. Meta-analytic estimate from 87 selected studies indicates a strong correlation between anticipated affect and behavioral intention (r = .61,95%CI = [.57,.64],p < .0001,k = 67,N = 25652). However, significant heterogeneity is observed across the included studies and moderator analysis shows a significant difference (p = .006) between hedonic vs. non-hedonic behaviors. While the estimated correlation between anticipated affect and behavioral intention is large, there is heterogeneity across studies. This correlation is significantly higher for hedonic behaviors than non-hedonic behaviors. We suggest that differences in the range of affect/emotions covered by each study is another potential moderator. Our results motivate further studies, covering a broader range of affect/emotions for a more accurate estimate of the correlation between anticipated affect and behavioral intention as well as experimental interventions to validate the causal direction of this relationship. Supplementary Information The online version contains supplementary material available at 10.1007/s12144-023-04383-w.

Project description:IntroductionAchieving high COVID-19 vaccine booster coverage is an ongoing global challenge. Health authorities need evidence about effective communication interventions to improve acceptance and uptake. This study aimed to test effects of persuasive messages about COVID-19 vaccine booster doses on intention to vaccinate amongst eligible adults in Australia.MethodsIn this online randomised controlled trial, adult participants received one of four intervention messages or a control message. The control message provided information about booster dose eligibility. Intervention messages added to the control message, each using a different persuasive strategy, including: emphasising personal health benefits of booster doses, community health benefits, non-health benefits, and personal agency in choosing vaccination. After the intervention, participants answered items about COVID-19 booster vaccine intention and beliefs. Intervention groups were compared to the control using tests of two proportions; differences of ≥5 percentage points were deemed clinically significant. A sub-group analysis was conducted among hesitant participants.ResultsOf the 487 consenting and randomised participants, 442 (90.8%) completed the experiment and were included in the analysis. Participants viewing messages emphasising non-health benefits had the highest intention compared to those who viewed the control message (percentage point diff: 9.0, 95% CI -0.8, 18.8, p = 0.071). Intention was even higher among hesitant individuals in this intervention group compared to the control group (percentage point diff: 15.6, 95% CI -6.0, 37.3, p = 0.150). Conversely, intention was lower among hesitant individuals who viewed messages emphasising personal agency compared to the control group (percentage point diff: -10.8, 95% CI -33.0, 11.4, p = 0.330), although evidence in support of these findings is weak.ConclusionHealth authorities should highlight non-health benefits to encourage COVID-19 vaccine booster uptake but use messages emphasising personal agency with caution. These findings can inform communication message development and strategies to improve COVID-19 vaccine booster uptake. Clinical trial registration: Registered with the Australian New Zealand Clinical Trials Registry (ACTRN12622001404718); trial webpage: https://www.anzctr.org.au/ACTRN12622001404718.aspx.

Dataset Information

Anticipating pride or regret? Effects of anticipated affect focused persuasive messages on intention to get vaccinated against COVID-19.

Publications

Anticipating pride or regret? Effects of anticipated affect focused persuasive messages on intention to get vaccinated against COVID-19.

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