COVID-19 Vaccine Framing and Acceptance Among Adults Who Are Vaccine Hesitant

Is freedom framing associated with COVID-19 vaccine acceptance among individuals who have concerns?In this cross-sectional study using a discrete choice experiment among 907 adults in the US, freedom framing compared with government recommendation framing was associated with substantial preference shifts among respondents expressing vaccine concerns or endorsing adverse beliefs about COVID-19 vaccines, with no such association among respondents with low vaccine concerns.These findings suggest that autonomy-consistent framing may influence stated vaccine preferences among vaccine hesitant adults, with implications for both targeted and broadly applicable communication strategies.

Corresponding Author: Parthasarathy Krishnamurthy, PhD, C. T. Bauer College of Business, University of Houston, 385 Melcher Hall, 4250 Martin Luther King Blvd, Houston, TX 77204 (partha@uh.edu).

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