Counter-stereotypical messaging and partisan cues: Moving the needle on vaccines in a polarized United States-Reference-Cited by-同舟云学术

Counter-stereotypical messaging and partisan cues: Moving the needle on vaccines in a polarized United States

Published:2023-07-21 Issue:29 Volume:9 Page:
ISSN:2375-2548
Container-title:Science Advances
language:en
Short-container-title:Sci. Adv.

Author:

Larsen Bradley J.¹^ORCID,Ryan Timothy J.²^ORCID,Greene Steven³^ORCID,Hetherington Marc J.²^ORCID,Maxwell Rahsaan⁴^ORCID,Tadelis Steven⁵^ORCID

Affiliation:

1. Washington University in St. Louis, St. Louis, MO, and NBER, Cambridge, MA.

2. The University of North Carolina at Chapel Hill, Chapel Hill, NC.

3. North Carolina State University, Raleigh, NC.

4. New York University, New York City, NY.

5. The University of California at Berkeley, Berkeley, CA, and NBER, Cambridge, MA.

Abstract

This paper reports results from a large-scale randomized controlled trial assessing whether counter-stereotypical messaging and partisan cues can induce people to get COVID-19 vaccines. The study used a 27-s video compilation of Donald Trump’s comments about the vaccine from Fox News interviews and presented the video to millions of U.S. YouTube users through a $100,000 advertising campaign in October 2021. Results indicate that the number of vaccines increased in the average treated county by 103 (with a one-tailed P value of 0.097). Based on this average treatment effect and totaling across our 1014 treated counties, the total estimated effect was 104,036 vaccines.

Publisher

American Association for the Advancement of Science (AAAS)

Subject

Multidisciplinary

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