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Article

Positive Attribute Framing Increases COVID-19 Booster Vaccine Intention for Unfamiliar Vaccines

School of Psychology, The University of Sydney, Brennan MacCallum Building (A18), Manning Rd, Camperdown, Sydney, NSW 2006, Australia
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Author to whom correspondence should be addressed.
Academic Editor: Juan C. De la Torre
Vaccines 2022, 10(6), 962; https://doi.org/10.3390/vaccines10060962
Received: 14 May 2022 / Revised: 10 June 2022 / Accepted: 15 June 2022 / Published: 16 June 2022
(This article belongs to the Section COVID-19 Vaccines and Vaccination)
Positive framing has been proposed as an intervention to increase COVID-19 vaccination intentions. However, available research has examined fictitious or unfamiliar treatments. This pre-registered study (aspredicted#78369) compared the effect of standard negatively framed EU patient information leaflets (PILs), with new positively framed PILs, on booster intentions (measured pre- and post-intervention) for AstraZeneca, Pfizer, and Moderna COVID-19 vaccines. A representative sample of 1222 UK-based adults was randomised to one of six groups in a factorial design with framing (Positive vs. Negative) and vaccine familiarity (same (as previous), familiar, unfamiliar) as factors. The benefit of positive framing was hypothesised to be strongest for the least familiar vaccine (Moderna). Framing was moderated by familiarity, where only the unfamiliar vaccine showed a benefit of positive relative to negative Framing. Framing and familiarity also interacted with baseline Intention with the effect of framing on the unfamiliar vaccine especially pronounced at low baseline Intent. Conversely, standard negative framing appeared to increase intentions for familiar vaccines at low baseline intent. Findings provide important evidence that positive framing could improve vaccine uptake globally when switches or new developments require individuals to receive less familiar vaccines. Positive framing of familiar vaccines, however, should be treated with caution until better understood. View Full-Text
Keywords: vaccination; COVID-19; vaccine hesitancy; vaccine intention; positive framing; attribute framing vaccination; COVID-19; vaccine hesitancy; vaccine intention; positive framing; attribute framing
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MDPI and ACS Style

Barnes, K.; Colagiuri, B. Positive Attribute Framing Increases COVID-19 Booster Vaccine Intention for Unfamiliar Vaccines. Vaccines 2022, 10, 962. https://doi.org/10.3390/vaccines10060962

AMA Style

Barnes K, Colagiuri B. Positive Attribute Framing Increases COVID-19 Booster Vaccine Intention for Unfamiliar Vaccines. Vaccines. 2022; 10(6):962. https://doi.org/10.3390/vaccines10060962

Chicago/Turabian Style

Barnes, Kirsten, and Ben Colagiuri. 2022. "Positive Attribute Framing Increases COVID-19 Booster Vaccine Intention for Unfamiliar Vaccines" Vaccines 10, no. 6: 962. https://doi.org/10.3390/vaccines10060962

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