Promoting COVID-19 Vaccination: The Interplay of Message Framing, Psychological Uncertainty, and Public Agency as a Message Source

The study examines how framing, psychological uncertainty, and agency type influence campaign effectiveness in promoting coronavirus disease 2019 (COVID-19) vaccines. A 2 (gain vs. loss frame) x 2 (high vs. low uncertainty) x 2 (national vs. local agency) between-subjects experiment was conducted among Houston residents (N = 382). Findings revealed that a loss frame was more effective among participants primed with high uncertainty through a thought-listing task; however, it was less persuasive under conditions of low uncertainty due to increased psychological reactance. Moreover, there was an interaction effect between uncertainty and agency type on vaccine beliefs. The study contributes to the framing literature by identifying psychological uncertainty as a moderator and provides useful suggestions for vaccine message design.