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 MoreFeatured
Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information
Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany
Featured
A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data
Iris van Ooijen, University of Twente
Featured
R10. Emotional-Transference or Exclusivity? an Emotional Attachment Approach to Brand Extension for Cultural and Creative Products
Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics