Work

Counter-stereotypical Messaging and Partisan Cues: Moving the Needle on Vaccines in a Polarized U.S.

Year: 2022

Type: report

Study designs: Randomized Controlled Trial, Clinical Trial

Abstract: We report a large-scale randomized controlled trial designed to assess whether the counterstereotypical messaging and partisan cues can induce people to get COVID-19 vaccines.Our study involved creating a 27-second video compilation of Donald Trump's comments about the vaccine from Fox News interviews.We presented the video to millions of U.S. YouTube users in October 2021.Results indicate that the campaign increased the number of vaccines in the average treated county by 103.Spread across 1,014 treated counties, the total effect of the campaign was an estimated increase of 104,036 vaccines.The campaign was cost-effective: with an overall budget of about $100,000, the cost to obtain an additional vaccine was about $1 or less.

Source: National Bureau of Economic Research

DOI: 10.3386/w29896

Authors: Bradley Larsen, Marc Hetherington, Steven Greene, Timothy Ryan, Rahsaan Maxwell, Steven Tadelis

Institutions: University of North Carolina at Chapel Hill, National Bureau of Economic Research, Stanford University, North Carolina State University, University of California, Berkeley

Language: English

Topic: Vaccine Coverage and Hesitancy

Subfield: Health

Field: Social Sciences

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: green

OpenAlex ID: W4225866693

Cites: 27

Cited by: 17

Related to: 10