Multiple Successful Messages to Reduce COVID-19 Vaccine Hesitancy and Resistance

• In Event: COVID Communication Strategies

Abstract

Effective scientific communication can determine whether populations overcome crises or flounder. We report a large-scale messaging experiment focused on decreasing resistance to taking a COVID-19 vaccine during the very early stages of the vaccine rollout. We compare three distinct approaches that prior work typically examines in isolation: messages that rely on the credibility of science, messages that emphasize moral values, and messages that invoke descriptive norms. We find that multiple approaches significantly increase the proportion of the population willing to receive the vaccine. Despite recent concerns about "relying on science in messaging," the most effective messages tend to be those that rely on scientific expertise. Moreover, we find little evidence of treatment effect heterogeneity when systematically exploring a variety of potential moderating variables. In this high-stakes context, subject matter expertise matters and matters consistently.

Authors

• Jennifer Lin, Northwestern University

• Jon Green, Northeastern University

• James N. Druckman, Northwestern University

• Matthew A. Baum, Harvard University

• David Lazer, Northeastern University

• Katherine Ognyanova, Rutgers University

• Matthew D. Simonson, University of Pennsylvania

• Mauricio Santillana

• Roy Perlis, Harvard Medical School