They aimed to advance the science of narrative risk communication about COVID-19 vaccination by developing an understanding of the influence of the message structure via a visual platform of risk messaging.
The team randomly assigned survey respondents to one of the four experimental conditions in T1 launched between January 11 and February 3, 2021. Two months later, at T2, they measured vaccine behavior as the outcome variable. Related StoriesThe team measured M1 and M2 immediately after respondents were exposed to the message conditions during T1 using a seven-point scale from "extremely negative" to "extremely positive" and another seven-point scale from "not at all" to "a great deal," respectively.
Importantly, the narrative structure also strongly influenced people's decision-making. Thus, risk communication practitioners and researchers should craft narrative-based risk messages with characters rather than a moral or directive. Furthermore, risk messaging motivating behavior with communal benefits, i.e., protect your circle, was far more effective in increasing vaccine uptake.
The researchers noted that political beliefs did not have a widespread moderating effect potentially because at the time of the study, i.e., between February and April 2021, individual perceptions and intentions about the COVID-19 vaccine uptake were in their formative stage. In this study, the researchers positioned risk perception as a covariate and partitioned it into two distinct dimensions, likelihood and severity. They operated independently along different conditional pathways but not in a harmonious fashion. The perception of severity triggered higher affective responses, whereas the perception of the likelihood of contracting COVID-19 motivated people to get the vaccine; however, none directly affected risk reduction behavior.
Source: Healthcare Press (healthcarepress.net)
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