Among people who consumed a higher amount of conservative media and held negative vaccine attitudes, the messages that talked about individual benefits of getting the vaccine resonated more.
The study found no effect whether the message had a “loss” framing, emphasizing potential problems from not getting the vaccine, versus a positive “gain” framing that highlights the vaccine’s benefits.
“At a time when the COVID-19 pandemic has become a highly politicized issue, understanding how to reach different groups of individuals to promote the vaccine is critical,” she said.