IDEAS home Printed from https://ideas.repec.org/p/osf/socarx/q34kj.html
   My bibliography  Save this paper

Promoting RSV Vaccine Confidence Through Reversal Narrative (RN) Messaging

Author

Listed:
  • Motta, Matt

    (Boston University School of Public Health)

  • Callaghan, Timothy
  • Ross, Jennifer
  • Yokum, David Vincent

    (North Carolina)

Abstract

Infection with Respiratory Syncytial Virus (RSV) is associated with tens of thousands of hospitalizations in a typical year. Most US adults are not likely to experience severe cases of RSV infection, but adults aged 60 or older are at elevated risk of experiencing hospitalization or death due to RSV. While RSV vaccines are available for adults aged 60 or older, and have been shown to significantly reduce the likelihood that older adults experience severe cases of RSV, less than one quarter of those eligible have opted to receive the vaccine. In the context of RSV vaccination, Reversal Narrative (RN) messages share stories about individuals who previously refused to receive the vaccine, but – in response to personal negative health outcomes (“regret” RN messaging) and/or new scientific information (“rationalizing” RN messaging) – ultimately changed their mind. In a large and nationally representative survey (N = 1,300) of US adults, as well as a state-representative survey (N = 850) of a highly vaccinated US state, we demonstrate that unvaccinated adults over the age of 60 are significantly more likely to intend to receive an RSV vaccine when exposed to regret-focused (but not rationalizing) RN messaging. We conclude by discussing the viability of RN messaging as a vaccine promotion tactic, and consider how researchers might partner with health communicators to explore their viability in a wide range of health contexts.

Suggested Citation

  • Motta, Matt & Callaghan, Timothy & Ross, Jennifer & Yokum, David Vincent, 2024. "Promoting RSV Vaccine Confidence Through Reversal Narrative (RN) Messaging," SocArXiv q34kj, Center for Open Science.
    • Handle: RePEc:osf:socarx:q34kj
    DOI: 10.31219/osf.io/q34kj
    as

    Download full text from publisher

    File URL: https://osf.io/download/670ad4500f85f4e4582ec969/
    Download Restriction: no
    File URL: https://libkey.io/10.31219/osf.io/q34kj?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ismagilova, Elvira & Slade, Emma & Rana, Nripendra P. & Dwivedi, Yogesh K., 2020. "The effect of characteristics of source credibility on consumer behaviour: A meta-analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
    2. Nosi, Costanza & D’Agostino, Antonella & Pratesi, Carlo Alberto & Barbarossa, Camilla, 2021. "Evaluating a social marketing campaign on healthy nutrition and lifestyle among primary-school children: A mixed-method research design," Evaluation and Program Planning, Elsevier, vol. 89(C).
    3. Mirjam Visser & Ab Stevels & Jan Schoormans, 2021. "Comparing the Recommendations of Buyers of Energy-Efficient and Inefficient Vacuum Cleaners," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    4. Marcus T. Wolfe & Pankaj C. Patel, 2024. "Image isn’t everything: Personality attractiveness, physical attractiveness, and self-employment earnings," Small Business Economics, Springer, vol. 62(2), pages 807-831, February.
    5. Raoofpanah, Iman & Zamudio, César & Groening, Christopher, 2023. "Review reader segmentation based on the heterogeneous impacts of review and reviewer attributes on review helpfulness: A study involving ZIP code data," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    6. Gong, Heming & Bian, Xuemei & Zheng, Chundong, 2024. "Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    7. Aleksandar Brzakovic & Tomislav Brzakovic & Darjan Karabasevic & Gabrijela Popovic, 2021. "Empirical Analysis of the Influence of Digital Marketing Elements on Service Quality Variables in the Small- and Medium-Sized Enterprises Sector in the Republic of Serbia," Sustainability, MDPI, vol. 13(18), pages 1-17, September.
    8. Karpinska-Krakowiak, Malgorzata, 2021. "Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Yogesh K. Dwivedi & Elvira Ismagilova & Nripendra P. Rana & Ramakrishnan Raman, 2023. "Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review," Information Systems Frontiers, Springer, vol. 25(3), pages 971-993, June.
    10. Song, Shijie & Yao, Xinlin & Zhao, Yuxiang Chris & Ba, Zhichao, 2024. "Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    11. Shan-Shan Liao & Ching-Yuan Lin & Ying-Ji Chuang & Xing-Zheng Xie, 2020. "The Role of Social Capital for Short-Video Platform Users’ Travel Intentions: SEM and Fsqca Findings," Sustainability, MDPI, vol. 12(9), pages 1-22, May.
    12. Krishen, Anjala S. & Dwivedi, Yogesh K. & Bindu, N. & Kumar, K. Satheesh, 2021. "A broad overview of interactive digital marketing: A bibliometric network analysis," Journal of Business Research, Elsevier, vol. 131(C), pages 183-195.
    13. Andreas Engelmann & Ingrid Bauer & Mateusz Dolata & Michael Nadig & Gerhard Schwabe, 2022. "Promoting Less Complex and More Honest Price Negotiations in the Online Used Car Market with Authenticated Data," Group Decision and Negotiation, Springer, vol. 31(2), pages 419-451, April.
    14. Ku, Hsuan-Hsuan & Shang, Rong-An & Fu, Yi-Fan, 2021. "Social learning effects of complaint handling on social media: Self-construal as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    15. Jadil, Yassine & Rana, Nripendra P. & Dwivedi, Yogesh K., 2021. "A meta-analysis of the UTAUT model in the mobile banking literature: The moderating role of sample size and culture," Journal of Business Research, Elsevier, vol. 132(C), pages 354-372.
    16. Thomas J. Weinandy & Kuanchin Chen & Susan Pozo & Michael J. Ryan, 2024. "Twitter-patter: how social media drives foot traffic to retail stores," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 551-569, September.
    17. Navid Aghakhani & Onook Oh & Dawn Gregg & Hemant Jain, 2023. "How Review Quality and Source Credibility Interacts to Affect Review Usefulness: An Expansion of the Elaboration Likelihood Model," Information Systems Frontiers, Springer, vol. 25(4), pages 1513-1531, August.
    18. TANASE, George Cosmin, 2023. "The Role and Impact of Online Community from Corporate Marketing Perspective," Romanian Distribution Committee Magazine, Romanian Distribution Committee, vol. 14(4), pages 27-41, December.
    19. José F. Navarro-Picado & Eduardo Torres-Moraga & Manuel Alonso Dos Santos & Brandon Mastromartino & James J. Zhang, 2023. "Strategies of German Bundesliga and English Premier League clubs for the COVID-19 crisis: the case of international broadcasting fans," Review of Managerial Science, Springer, vol. 17(1), pages 209-232, January.
    20. Mukta Garg & Apurva Bakshi, 2024. "Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.

    More about this item

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:osf:socarx:q34kj. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: OSF (email available below). General contact details of provider: https://arabixiv.org .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.