I dream of socializing, sports, and serenity: Imagining a positive future‐vaccinated self is associated with better attitudes toward COVID‐19 vaccination

Abstract

In the context of the COVID‐19 pandemic, governments are attempting to vaccinate a large proportion of their adult population against the virus. While many people hurried to receive the vaccine, vaccination rates then started stagnating and governments are searching for solutions to motivate remaining citizens to receive the vaccine. Previous studies show that imagining oneself in the future can motivate health prevention behaviors, but our study is the first to use a future selves paradigm to study vaccination motivators. In two mixed methods studies we examine the effects of imagining of a future‐vaccinated self (FVS) on vaccine attitudes, where participants were asked to think about what their life would be like once they had received the COVID‐19 vaccine. In Study 1 (n = 114), we coded the most important categories of FVS. Several FVS were identified and related to increased social and leisure activities, reduced negative emotion and societal constraints, possible side effects of the vaccine, and societal changes. In Study 2 (n = 113), we used a 2 × 2 design in which participants' reflections on their FVS were guided or open and visualized from a first‐ or third‐person perspective. The guided condition produced greater acceptance of the vaccine, and the first‐person perspective produced greater behavioral intentions to be vaccinated. We discuss the effectiveness of future selves interventions for promoting vaccination in different societal contexts.