In 2018 I explored the message framing effect on measles vaccine hesitancy among the US population. In that post, I highlighted the Hendrix et al. (2014) finding that more parents were modestly persuaded to vaccinate their children when the benefits to the child were emphasized when compared to the standard CDC information. That is about the measles vaccine. And, they explored parents’ intentions to vaccinate their children.
We do not know whether the same holds true for people living in other cultures and other vaccines.
This post is about a study on the influenza vaccine and 222 patients who attended a tertiary hospital in Turkey. These researchers have explored this personal-benefit versus social-benefit dualism with regard to the perceived risk level of the people. In their field experiment, they found the intentions to get vaccinated were higher among those perceived as high-risk when the personal-benefit was emphasized. On other hand, the intentions were higher among those who perceived low-risk when social-benefits were emphasized. In other words, at least for this population further division of the target audience and customizing the message accordingly is more beneficial.