Factors associated with COVID-19 vaccine brand preferences in the United States

This study sought to understand factors associated with COVID-19 vaccine brand preferences, including Moderna, Pfizer, and Johnson and Johnson. Using a series of monthly repeated cross-sectional surveys, this study investigated whether beliefs about vaccine efficacy and perceived dangers of getting the vaccine were associated with brand-specific vaccine preferences. Using the extended parallel process model as a guiding theoretical framework, we examined how these beliefs (i.e. perceived dangerousness and effectiveness) about vaccine brands changed over time. Results indicated that preference for a specific brand was associated with the perceptions of the preferred vaccine being more effective and less dangerous but was not related to sociodemographic characteristics of the respondents. Most beliefs did not change over time except that the Johnson and Johnson vaccine was perceived as more dangerous in April and May 2021 compared to the following summer months. Findings provide theoretical implications for correcting fear-based messages during pandemics and highlight the importance of using strategic health messaging and social marketing when promoting vaccines.