Framing the COVID-19 Vaccine: An Experimental Investigation of the Influence of Gain and Loss Frames on Intention to Receive COVID-19 vaccination

Abstract: Since the outbreak of the COVID-19 pandemic, vaccination hesitancy has not become a new phenomenon, but a new threat. Although a large body of research literature exists that focuses on the influence of frames on intention to vaccinate, no framing studies exist yet that address the COVID-19 vaccine due to the recent pandemic. This study aims to produce new knowledge on the influence of gain and loss frames on intention to vaccinate against the COVID-19 virus. By using the theory of planned behavior and an online questionnaire, this study tests whether loss frames lead to higher intention to receive COVID-19 vaccine than gain frames and whether perceived vaccination efficacy and involvement moderate this influence. The analysis was unable to detect a significant difference between gain and loss frames as well as find a significant moderating influence. However, perceived vaccination efficacy, perceived vaccination safety, perceived severity, country, and involvement could exert significant influence as predictors. The results are not consistent with the theoretical derivation and results of other studies and therefore raise the question to what extent such nuance in message framing still holds in the face of heightened fear and uncertainty due to the COVID-19 pandemic.