 Why or How? the impact of Construal-Level Theory on vaccine message receptivityM. Kim Saxton, Helen Colby, Todd Saxton and Vikram Pasumarti Journal of Business Research, 2024, vol. 172, issue C Abstract: We propose that Construal Level Theory (CLT) can be applied to incrementally improve vaccine message receptivity because it impacts a variety of health decisions and complements the constructs of the Health Belief Model. Across three studies, we explore CLT related specifically to the COVID-19 vaccine. First, we analyze Twitter sentiment and find evidence that the vaccine was a high-level construal. Then, we use prospective hindsight to show that higher-level construal dominates the explanations people provide for if they were to get vaccinated in the future. Finally leveraging construal level message congruence, we find a higher-level message is more effective than a lower-level one in increasing willingness to get vaccinated. Taken together, these studies show that a virus vaccine was perceived as a higher-level construal and suggests that future messaging should include both the higher-level ‘Why’ as well as the lower-level ‘How’ to get vaccinated. Keywords: COVID-19 Vaccination; Vaccination; Health Messages; Construal Level Theory (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:172:y:2024:i:c:s0148296323007956 DOI: 10.1016/j.jbusres.2023.114436 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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