Scholar Research Directory / Narratives
Vaccine narrative effectiveness (2019)
This study examined two-sided conversion messages in relation to one-sided advocacy messages in reducing vaccine hesitancy related to COVID-19 vaccine uptake. Results demonstrated that, for vaccine-hesitant participants, conversion messages increased pro-COVID-19 vaccination attitudes and behavioral intentions. For high vaccine-hesitant participants, the relationship between conversion messages and attitudes toward COVID-19 vaccinations was mediated through source credibility. For low vaccine-hesitant participants, mediation occurred through counterarguing. Findings have implications for health message tailoring related to COVID-19 vaccine uptake.
- Blog PostPage Center blog: ‘Vaccine narrative effectiveness’ by senior research fellow Fuyuan Shen
- Research JournalHealth Communication: Facing the Strain: The Persuasive Effects of Conversion Messages on COVID-19 Vaccination Attitudes and Behavioral Intentions
health communication, COVID-19, narratives, persuasion, behavior