Video-based messages to reduce COVID-19 vaccine hesitancy and nudge uptake
Vaccines are highly effective for curbing the spread of SARS-CoV-2. Yet, millions of Americans remain hesitant about getting vaccinated, jeopardizing the collective benefits from potential herd immunity and our ability to end the COVID-19 pandemic. We show that brief video-based messages of encouragement addressing specific COVID-19 vaccine concerns increase vaccination intentions. Intentions, in turn, predict future vaccine uptake in our data. Our experiment also reveals that increased confidence in COVID-19 vaccines and perceived behavioral control to get vaccinated are the key psychological drivers influencing willingness to get vaccinated. Importantly, our messages only increased vaccination intentions among people who identify as conservative or moderates, while liberals are unaffected due to high levels of pre-existing vaccine acceptability. Our findings corroborate the real-world behavioral significance of vaccination intentions, and devise how even short, scalable online messages can provide governments and health authorities an inexpensive, yet effective tool for increasing COVID-19 vaccinations among populations most reluctant to get them.