Exploring Communication Strategies to Encourage COVID-19 Vaccination: Motivation-Based Message Appeals, Incidental Emotions, and Risk Perception

Motivation-based message appeals and incidental emotions have the potential to encourage COVID-19 vaccination, especially when the motivation components of the two agree. Risk perception may also interact with self vs. other-oriented message appeals. Results from a 2 (message appeal) × 4 (incidental emotion) online experiment (N = 306) indicate that when exposed to an altruistic message, those who experienced self-transcendent emotions reported higher COVID vaccination intention than those amused or not induced with emotions. This effect, however, was not identified in the egoistic message condition. Risk perception was positively associated with self-vaccination intention but did not interact with message appeals. The main effect of risk perception and interaction effects between incidental emotions and message appeals provide important implications for addressing vaccine hesitancy and increasing vaccine uptake.