The effects of different message frames on COVID-19 vaccine hesitancy and beliefs

Abstract

This survey experiment investigated the effect of differently framed public health messages on COVID-19 vaccine beliefs, and whether their effect was influenced by various individual differences. Participants in a Canadian sample (N=393) were randomly assigned to read a message addressing either the benefits of vaccinating for others, the health consequences of COVID-19 for vulnerable populations, the safety and efficacy of the vaccines with general or specific information, or the widespread willingness of Canadians to be vaccinated. The control group received no messaging. Overall, exposure to messaging did not predict beliefs toward the vaccines, however, participants who read the message addressing the widespread willingness to be vaccinated reported more negative beliefs. The effect of messaging significantly depended on political orientation and conspiracist ideation, which in addition to younger age, male gender, and greater religiosity, predicted negative beliefs toward the vaccines. These findings may inform efforts to improve COVID-19 vaccine uptake.