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Promoting COVID-19 booster vaccines in Macao: A psychological reactance perspective
Hongzhe Xiang1, Yiwei Li2, Yu Guo1
1Macau University of Science and Technology, Macao SAR, China.
Social Science & Medicine (1982)
|August 2, 2023
Summary
Promoting COVID-19 booster vaccination using gain-framed messages effectively reduces psychological reactance. Message design must reduce perceived threat and reactance to improve vaccination intentions, not directly influence them.
Area of Science:
- Public Health
- Health Communication
- Psychology
Background:
- Booster vaccination is crucial for managing the COVID-19 crisis.
- Promoting COVID-19 booster vaccination can trigger psychological reactance and infringe on individual choice.
Purpose of the Study:
- To investigate message design strategies for promoting COVID-19 booster vaccination.
- To assess the effectiveness of different message frames, freedom restoration postscripts, and other-referencing cues in reducing psychological reactance.
Main Methods:
- A 2x2x2 factorial experiment was conducted with 469 participants in Macao.
- Data analysis involved partial least squares structural equation modeling and three-way ANOVA.
- Examined the impact of message frame, freedom restoration postscripts, and other-referencing cues on psychological reactance.
Main Results:
- Gain-framed promotion messages were most effective in reducing perceived reactance.
- Freedom restoration postscripts, other-referencing cues, and mixed message designs did not significantly alleviate reactance.
- Message design's direct effect on intention was insignificant; effectiveness relies on reducing threat and reactance.
Conclusions:
- Gain-framed messages are recommended for promoting COVID-19 booster vaccination to mitigate reactance.
- Health promotion strategies should consider reducing perceived threats to freedom.
- Future research should explore message designs that indirectly enhance vaccination intentions by addressing reactance.
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