Understanding vaccine hesitancy: The role of fear and message framing in COVID-19 vaccination intention in adults in the UK
Year: 2025
Type: article
Abstract: BACKGROUND: The coronavirus-19 (COVID-19) pandemic has significantly impacted public health, with vaccination being crucial in reducing disease severity and mortality. In the United Kingdom (UK), vaccine uptake, especially booster doses, has declined in part due to vaccine hesitancy driven by misinformation, distrust and safety concerns. Demographic factors, such as younger age, female gender and ethnic minority backgrounds are linked to lower vaccination intention. Emotional factors such as fear of COVID-19, and messaging strategies also influence decisions. The present study examined the impact of individualistic vs collectivistic message framing, fear of COVID-19, prior vaccination history and demographics on vaccination intentions. METHODS: The current study was a randomised experimental design including 200 adults (aged ≥18) in the UK. Participants were randomly assigned to either an individualistic or collectivistic message-framing condition. After exposure, they completed questionnaires measuring fear of COVID-19 and vaccine hesitancy. Data were collected cross-sectionally using Qualtrics. ANOVA was used to assess the effects of message framing and fear of COVID-19 on vaccination intentions. Logistic regression evaluated the predictive roles of demographics, vaccination history, fear of COVID-19 and message framing. RESULTS: No significant interaction between message framing and fear of COVID-19 was identified, however, higher levels of fear of COVID-19 were linked to greater vaccination intention. Fear of COVID-19, male gender and prior booster vaccination were found to be significant predictors, while message framing and age were not. CONCLUSION: Fear of COVID-19, along with gender and booster vaccination history strongly predict vaccination intentions, while message framing has no significant impact. Public health campaigns should focus on addressing fear of the disease, using individuals past vaccination behaviour and adapting messaging for specific demographic groups to encourage future vaccinations.
Source: Vaccine
Institution: University of Derby
Language: English
Subfield: Health
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
Estimated APC paid: $3,620
OpenAlex ID: W4416293291