To Vaccinate or Not? The Role Played by Uncertainty Communication on Public Understanding and Behavior Regarding COVID-19

Communication regarding COVID-19 vaccines requires evidence-based strategies. We present findings from a quantitative survey measuring participants’ understanding, trust, and decision-making in response to information conveying low or high uncertainty regarding the vaccine. Communication conveying h...

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Bibliographic Details
Published in:Science communication 2022-04, Vol.44 (2), p.223-239
Main Authors: Kelp, Nicole C., Witt, Jessica K., Sivakumar, Gayathri
Format: Article
Language:English
Subjects:
Communication
Conveying
Coronaviruses
COVID-19 vaccines
Decision making
Uncertainty
Vaccines
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Summary:Communication regarding COVID-19 vaccines requires evidence-based strategies. We present findings from a quantitative survey measuring participants’ understanding, trust, and decision-making in response to information conveying low or high uncertainty regarding the vaccine. Communication conveying high uncertainty led to lower self-assessed understanding but higher actual understanding of possible outcomes. Communication conveying low uncertainty increased vaccine acceptance by those who previously opposed vaccines. This indicates that communicating uncertainty may have different effects over time and that adjusting messaging depending on audiences’ prior vaccine attitudes might be important. These findings support the need for further investigation of how uncertainty communication influences vaccine acceptance.
ISSN:1075-5470
1552-8545
DOI:10.1177/10755470211063628