The effects of social comparison, emotion induction, and parent vaccination status on parental intentions for COVID‐19 vaccine uptake in children

Abstract

AbstractParental vaccine hesitancy—delays in vaccine uptake for children—is a significant public health concern. Using an online adult sample of U.S. parents (N = 183), the current research experimentally examined how exposure to cautious or risky social comparison models on social media (in terms of their COVID‐19 beliefs and behaviors) influenced parental intentions to vaccinate their children against COVID‐19 in the early stages of the pandemic. Additionally, we examined whether the influence of social comparison models was moderated by emotional state (fear or contentment) and parental vaccination status. Overall, we found that parents exposed to cautious (vs. risky) comparison models and vaccinated (vs. unvaccinated) parents reported greater vaccine intentions for their children. We further found that vaccination intentions were highest among unvaccinated parents after exposure to cautious (vs. risky) comparison models, whereas intentions were highest among vaccinated parents after exposure to risky (vs. cautious) comparison models (but only when induced to feel content). Overall, our findings highlight the importance of understanding the additive and interactive impact of psychological and situational factors in shaping parental vaccine hesitancy.