Vaccine for yourself, your community, or your country? Examining audiences’ response to distance framing of COVID-19 vaccine messages

This study explored the effects of COVID-19 vaccine promotion messages highlighting the benefit at individual, community, and country levels. Based on the cultural theory of risks, we investigated how individuals’ valuation of individualism vs. communitarianism and hierarchical vs. egalitarian social structure affect their responses to vaccine messages.

Source: Vaccine for yourself, your community, or your country? Examining audiences’ response to distance framing of COVID-19 vaccine messages

Johns Hopkins Center for Communication Programs

This website is made possible by the generous support of the American people through the United States Agency for International Development (USAID) under the Breakthrough ACTION Cooperative Agreement #AID-OAA-A-17-00017. Breakthrough ACTION is based at Johns Hopkins Center for Communication Programs (CCP).The contents of this website are the sole responsibility of Breakthrough ACTION and do not necessarily reflect the views of USAID, the United States Government, or Johns Hopkins University.

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