How information processing style and vaccine pace development messaging influence vaccine acceptance: A mixed methods exploration

Abstract

Vaccine hesitancy is increasing and messaging highlighting the speed of vaccine development may prompt vaccine hesitancy for those concerned about safety and efficacy of new vaccines. We employ a mixed methods approach to address a gap in the literature regarding how consumers process information about the pace of vaccine development. In an experiment, we manipulated message content about pace of development for the COVID‐19 vaccine and measured need for cognition. In a qualitative study, participants answered parallel questions to the experiment and additional open‐ended questions. We find that vaccine hesitant individuals are more willing to accept a vaccine when information matches their processing style. Further, individuals may process messages affectively or cognitively, even when the material presented is factual and scientific, and engage in high or low elaboration. We recommend that practitioners discuss the safety and effectiveness of new treatments in an interactive fashion, in order to better match the message to the recipient's processing preferences.