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Framing the COVID-19 Vaccine: An Experimental Investigation of the Influence of Gain and Loss Frames on Intention to Receive COVID-19 vaccination

Baumgartner, Jonas LU (2021) SKOM12 20211
Department of Strategic Communication
Abstract (Swedish)
Since the outbreak of the COVID-19 pandemic, vaccination hesitancy has not become a new phenomenon, but a new threat. Although a large body of research literature exists that focuses on the influence of frames on intention to vaccinate, no framing studies exist yet that address the COVID-19 vaccine due to the recent pandemic. This study aims to produce new knowledge on the influence of gain and loss frames on intention to vaccinate against the COVID-19 virus. By using the theory of planned behavior and an online questionnaire, this study tests whether loss frames lead to higher intention to receive COVID-19 vaccine than gain frames and whether perceived vaccination efficacy and involvement moderate this influence. The analysis was unable... (More)
Since the outbreak of the COVID-19 pandemic, vaccination hesitancy has not become a new phenomenon, but a new threat. Although a large body of research literature exists that focuses on the influence of frames on intention to vaccinate, no framing studies exist yet that address the COVID-19 vaccine due to the recent pandemic. This study aims to produce new knowledge on the influence of gain and loss frames on intention to vaccinate against the COVID-19 virus. By using the theory of planned behavior and an online questionnaire, this study tests whether loss frames lead to higher intention to receive COVID-19 vaccine than gain frames and whether perceived vaccination efficacy and involvement moderate this influence. The analysis was unable to detect a significant difference between gain and loss frames as well as find a significant moderating influence. However, perceived vaccination efficacy, perceived vaccination safety, perceived severity, country, and involvement could exert significant influence as predictors. The results are not consistent with the theoretical derivation and results of other studies and therefore raise the question to what extent such nuance in message framing still holds in the face of heightened fear and uncertainty due to the COVID-19 pandemic. (Less)
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author
Baumgartner, Jonas LU
supervisor
organization
course
SKOM12 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
gain and loss frames, COVID-19 vaccine, intention, involvement, perceived vaccine efficacy
language
English
id
9059803
date added to LUP
2021-07-01 09:16:06
date last changed
2021-07-01 09:16:06
@misc{9059803,
  abstract     = {{Since the outbreak of the COVID-19 pandemic, vaccination hesitancy has not become a new phenomenon, but a new threat. Although a large body of research literature exists that focuses on the influence of frames on intention to vaccinate, no framing studies exist yet that address the COVID-19 vaccine due to the recent pandemic. This study aims to produce new knowledge on the influence of gain and loss frames on intention to vaccinate against the COVID-19 virus. By using the theory of planned behavior and an online questionnaire, this study tests whether loss frames lead to higher intention to receive COVID-19 vaccine than gain frames and whether perceived vaccination efficacy and involvement moderate this influence. The analysis was unable to detect a significant difference between gain and loss frames as well as find a significant moderating influence. However, perceived vaccination efficacy, perceived vaccination safety, perceived severity, country, and involvement could exert significant influence as predictors. The results are not consistent with the theoretical derivation and results of other studies and therefore raise the question to what extent such nuance in message framing still holds in the face of heightened fear and uncertainty due to the COVID-19 pandemic.}},
  author       = {{Baumgartner, Jonas}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Framing the COVID-19 Vaccine: An Experimental Investigation of the Influence of Gain and Loss Frames on Intention to Receive COVID-19 vaccination}},
  year         = {{2021}},
}