"Why rush to get vaccinated earlier?": Regulatory focus and COVID-19 vaccination

The health psychology literature has paid little attention to individuals' intention to vaccinate earlier. Building on regulatory focus theory, which proposes two distinct self-regulatory foci: promotion and prevention focus (Higgins, 1997), the present study tests whether, how, and why regulatory focus contributes to the intention to vaccinate earlier (IVE) and whether IVE predicts actual behavior.

This study used a longitudinal design with data collected at two-time points (3.5 months apart). At Time 1, 487 unvaccinated participants completed a survey assessing regulatory focus, ideal and ought reason for IVE (i.e., hopes/wishes and felt obligation/pressure regarding earlier vaccination, respectively), and IVE through leftover vaccines-vaccines that become available due to last-minute vaccination appointment cancellations. At Time 2, 364 participants reported on the attempts they made to get a leftover vaccine, whether they were vaccinated, and if so, the vaccination type (general vs. leftover vaccine), along with the date of vaccination.

A promotion focus was associated with IVE via ideal reason (β = .141, 95% confidence interval, CI [.085, .198]), whereas a prevention focus was associated with IVE via ought reason (β = .031, 95% CI [.012, .057]). Furthermore, both the promotion focus (β = .029, 95% CI [.016, .050]) and prevention focus paths (β = .006, 95% CI [.001, .015]) extended to vaccinating via leftover vaccines.

The present study illuminates how regulatory focus, especially promotion focus, can be a predictor of earlier vaccination. Our findings suggest that promotion-focused messages highlighting desirable outcomes of vaccination may help encourage earlier vaccination. (PsycInfo Database Record (c) 2023 APA, all rights reserved).