Politics, race and religion are only one side of the coin when it comes to predicting who is more likely to stop getting coronavirus vaccine.
The other side of the coin is an individual’s financial risk preference, according to report published this month in the journal Personality Science and Social Psychology by two University of Chicago researchers and a Vanderbilt University researcher.
Their findings: High-risk, highly rewarded people were more likely to be vaccinated.
It is important to understand why individuals hesitate to vaccinate, especially now that everyone over the age of 16 is eligible for vaccinations.
To gain herd immunity in the US, Anthony Fauci, director of the National Institute of Allergy and Infectious Diseases, said that 70% to 85% of the population must be vaccinated.
If those levels are reached in the next few months, the US will start to see a return to normal in the fall, he said.
High-risk, highly rewarded people are more likely to be vaccinated.
Currently, 26% of the US population is fully vaccinated while 40% has received at least one dose, according to data from the US Centers for Disease Control and Prevention.
Getting more people to get vaccinated could eventually become the marketing goal.
Research based on weekly surveys conducted from June to December with more than 34,000 respondents, found that risk-averse people responded better to messages highlighting the social benefits of vaccination instead of emphasizing the rare serious side effect from the vaccine. .
That includes Johnson & Johnson’s
Single-dose vaccine was recently halted to investigate eight serious blood clotting cases among more than 7 million people injected in the US
“This happens because the message focuses attention on the reward of vaccines (immunity to oneself and others), leading to weight gain of these rewards in decision-making. , ”The report writes.
“Although vaccines are designed to reduce the risk of disease, we have found that individuals tend to see vaccination as risky,” Abigail Sussman said, a marketing professor at the Booth Business School of Chicago and author of the report.
“Our findings suggest that government agencies or health care systems can increase vaccine use by effectively reporting COVID-19 vaccine low-risk profile or by collecting draw attention away from these risks. ”