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Related Experiment Video

Updated: Aug 22, 2025

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Reducing COVID vaccine hesitancy by inducing a comparative mindset.

Xianyu Bonnie Hao1, Mayank Anand1, TzuShuo Ryan Wang2

  • 1Department of Marketing, Carlson School of Management, University of Minnesota, 321 19(th) Avenue South, Minneapolis, MN 55455, USA.

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|November 10, 2022
PubMed
Summary

A simple question about vaccine choice, not willingness, significantly reduced vaccine hesitancy by 6%. This behavioral nudge was particularly effective for hesitant groups, including Pro-Trump Republicans.

Keywords:
COVID-19Comparative mindsetMessage framingPolitical partisanshipVaccine hesitancy

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Area of Science:

  • Behavioral Economics
  • Public Health Communication
  • Vaccine Hesitancy Research

Background:

  • Vaccine hesitancy remains a significant public health challenge, impacting vaccination rates and disease control.
  • Traditional communication strategies often focus on deliberative questions about willingness to vaccinate, which may not be universally effective.

Purpose of the Study:

  • To evaluate a novel behavioral nudge designed to reduce vaccine hesitancy.
  • To compare the effectiveness of a comparative probe (which vaccine to take) versus a deliberative probe (willingness to take a vaccine).
  • To assess the influence of political partisanship on vaccine hesitancy and the nudge's impact.

Main Methods:

  • A randomized controlled study was conducted with 1736 participants recruited via Amazon Mechanical Turk and Prolific.
  • Participants were assigned to either a comparative probe group or a deliberative probe group.
  • Vaccine hesitancy was measured as the primary outcome, with political preferences also recorded.

Main Results:

  • The comparative probe resulted in a 6% reduction in vaccine hesitancy compared to the deliberative probe.
  • Political partisanship was a significant factor in vaccine hesitancy.
  • The comparative probe demonstrated effectiveness in reducing hesitancy by nearly 10% among Pro-Trump Republicans.

Conclusions:

  • Framing vaccination offers with a comparative probe can effectively reduce vaccine hesitancy.
  • This communication strategy is psychologically non-taxing and respects individual choice.
  • The nudge shows particular promise for highly vaccine-hesitant populations, with potential to protect millions.