The Enthusiasts and the Reluctants of COVID-19 Vaccine Uptake: A Cluster Analysis

Angela Y. Lee, Jiaqian Wang, Ulf Böckenholt, Leonard Lee, Rafal Ohme, Dorota Reykowska and Catherine Yeung

Journal of the Association for Consumer Research, 2022, vol. 7, issue 2, 222 - 234

Abstract: Addressing vaccine hesitancy has taken on a new sense of urgency during the COVID-19 pandemic. Most COVID-19 vaccine hesitancy research examines demographic correlates of vaccination intent, which could lead to a suboptimal one-size-fits-all strategy. This research aims to offer insights into COVID-19 vaccination promotion by conducting segmentation analyses using psychological and behavioral factors that may correlate with vaccination uptake. The results of two US-based studies identified six segments that differ in perceptions, attitudes, concerns, and behaviors related to the COVID-19 pandemic. The segments also differ in vaccination intent (study 1) and actual vaccination rate (study 2), with different factors driving vaccination intent/rates. The implication is that targeted interventions are warranted to increase vaccine uptake. Recommendations on how policy makers may design different interventions and locate the relevant segments to encourage vaccine uptake are discussed.

Date: 2022
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