Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Vaccine-skeptics do not trust immunization recommendations and cause problems for public health. Among vaccine-skeptics we test how the mentioning of protagonists’ vaccine-skepticism increases the effectiveness of anecdotal messages. A narrative that portrayed vaccine-skeptical protagonists in a positive way produced the highest intention to vaccinate. Our findings are easy to implement.



Citation:

Sandra Praxmarer-Carus and Stefan Wolkenstoerfer (2018) ,"Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 425-429.

Authors

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Consumer Perceptions of Environmental ‘Win-Wins’

Tamar Makov, Yale University, USA
George Newman, Yale University, USA

Read More

Featured

Decreasing Impatience with Bundled Donations

Sachin Banker, University of Utah, USA

Read More

Featured

Better Marketing for a Better World

Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.