Persuasive Effects of Message Framing and Narrative Format on Promoting COVID-19 Vaccination: A Study on Chinese College Students

Abstract

During a public health crisis, the provision and dissemination of health-related information are important for the relevant authorities to keep the public informed. By using different types of message framing, the authorities can effectively guide and persuade people to adopt health-related behaviors (such as vaccination). In this study, a web-based experiment using a 2 × 2 (message framing: gain framing versus loss framing) × (message presentation: narrative versus non-narrative) design was conducted to investigate the effects of different message frames on vaccination promotion. In total, 298 college students were recruited to participate in this study. The results suggest that, for message framing, loss-framed (vs. gain-framed) messages lead to higher intentions to get vaccinated. Furthermore, compared with non-narrative messages, narrative messages are more persuasive in promoting vaccination behavior. However, the interaction effect between gain–loss message framing and narrative framing is not significant. Additionally, perceived severity, perceived benefits, and perceived costs mediate the effect of narrative framing on behavioral intentions. In other words, compared with non-narrative messages, narrative messages lead to higher levels of perceived severity and perceived benefits, and a lower level of perceived costs, which in turn increase intentions to get vaccinated. This paper provides insightful implications for both researchers and practitioners.

When do persuasive messages on vaccine safety steer COVID-19 vaccine acceptance and recommendations? Behavioural insights from a randomised controlled experiment in Malaysia

“…The use of goal-framed messages that seek to influence behaviour by highlighting benefits achieved or lost depending on vaccination acceptance has been widely explored. [17][18][19][20][21][22][23][24] Dai et al used messages to reduce barriers to schedule a vaccination appointment, provide salient information about vaccine effectiveness, and issue reminders that leveraged on psychological ownership. 25 Messages that detail information promoting personal or collective benefits through vaccination have also been explored.…”

“…Multiple studies have experimented with persuasive messages to influence COVID-19 vaccination intentions. The use of goal-framed messages that seek to influence behaviour by highlighting benefits achieved or lost depending on vaccination acceptance has been widely explored 17–24. Dai et al used messages to reduce barriers to schedule a vaccination appointment, provide salient information about vaccine effectiveness, and issue reminders that leveraged on psychological ownership 25.…”

Does the Formulation of the Decision Problem Affect Retirement?—Framing Effect and Planned Retirement Age

“…In reality, however, this assumption is often wrong. As evidenced by the results of research by behavioral economists, the way the decision-making problem is presented can have a key impact on the choices made in different areas of life [ 15 , 115 , 116 , 117 , 118 , 119 , 120 ].…”

Using first-person narratives about healthcare workers and people who are incarcerated to motivate helping behaviors during the COVID-19 pandemic

“…Building on message effects research before the pandemic ( Hamby et al, 2016 ; Johnson, 2012 ), and recent research about message interventions in the context of the COVID-19 pandemic ( Heffner et al, 2021 ; Kowalski and Black, 2021 ; Pfattheicher et al, 2020 ; Ye et al, 2021 ), we examined the effects of narrative messaging on prosocial beliefs and behaviors. We propose that narrative messages detailing the experiences of people who are especially vulnerable to infection may be one promising approach to (1) change beliefs about the vulnerability of different groups and therefore motivate actions that can protect vulnerable groups during the pandemic, and (2) motivate more people to engage in behaviors that help others, and in turn lessen the impact of the pandemic for all.…”