Herd immunity versus self-interest motives and norms effects on influenza vaccination intention.

Promoting vaccine uptake is challenging. This research aimed to experimentally test the effect of communication strategies on influenza vaccine uptake intention. We hypothesized that the effect of descriptive norm level (10%-50%-90% of others vaccinated) on intention would vary according to whether the benefits are focused on the individual (self-interest motives) or others (herd-immunity motives). In particular, we predicted that low and high levels of norms would be detrimental in the herd-immunity condition (inverted-U pattern). In contrast, intention should increase linearly with the norm in the self-interest condition.