Does the Label Matter? Examining the Effects of “Vaccine Passport” Versus “Vaccine Verification” on Subsequent Audience Frames and Policy Attitudes

Abstract

Abstract Using a nationally representative sample of Democrats and Republicans (n = 1,000), we conducted an online survey wording experiment to examine the presence of a labeling effect when a vaccine verification system is referred to as either “vaccine passports” or “vaccine verification.” Critically, we use both close-ended and open-ended responses in order to understand how the different labels influence the level of support as well as individual thoughts. While our findings show slightly higher public support when a vaccine program is labeled as “vaccine verification” as compared to “vaccine passport,” deep partisan divides still exist. Indeed, Republicans show less support for a vaccine program, regardless of the label used. We dig into these partisan differences using the open-ended thought listing exercise we provided to respondents. We discuss the benefits of supplementing open-ended responses as an enhancement to close-ended measures in experimental research.