Journal
PSYCHOLOGY & MARKETING
Volume 39, Issue 4, Pages 741-754Publisher
WILEY
DOI: 10.1002/mar.21617
Keywords
anti-consumption; anti-vaccination; branding; country of origin; COVID-19; vaccine hesitancy
Categories
Ask authors/readers for more resources
The study reveals that COVID-19 vaccination hesitancy stems from stable factors like political and philosophical opposition, as well as contextual factors influenced by the specific situation of the pandemic, information overload, and marketing phenomena. The findings provide theoretical and practical insights for policymakers and social marketers.
Anti-vaccination sentiment and vaccine hesitancy are on the rise. This is unfortunate given the world's coronavirus disease 2019 (COVID-19) pandemic response plan relies on a global vaccination program the likes of which has never been attempted. Using an anti-consumption lens, this study utilizes a qualitative approach and 53 interviews revolving around people's attitudes towards the COVID-19 vaccination plan. The findings reveal that COVID-19 vaccination hesitancy comes from two major factors: stable factors and contextual factors. Stable factors refer to factors that are consistently found in anti-vaccination movements and include political and philosophical opposition. Contextual factors refer to factors that are highly dependent on the COVID-19 situation and relates to a negative benefit to risk ratio informed by information overload and the influence of marketing phenomena such as branding and country of origin effects. Finally, theoretical and managerial contributions are offered for public policymakers and social marketers.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available