Personal and contextual determinants of COVID-19 vaccination intention: a vignette study

BackgroundThis vignette study explores which factors contribute to higher COVID-19 vaccination intentions.MethodsBetween the 4th-11 January 2021, we recruited 15,901 Belgian citizens (Mage = 50.11 years, range 18–100) through convenience sampling to participate in a vignette study. In each vignette, we manipulated contextual determinants consisting of different factors. Each participant rated six vignettes in terms of the outcomes ‘vaccination intention’ and ‘recommendation to others.’ Finally, we explored the benefits of tailored communication by examining whether these ratings depended upon citizens’ initial motives for vaccination.ResultsParticipants are most likely to accept a vaccine when they expect no or only small side effects, when the vaccine offers a 95% protection, and when people can no longer infect others (p < 0.001). The possibility to receive the vaccine at home or at the GP’s office, highlighting that most citizens are willing to get vaccinated, and emphasizing the protective benefits for others yielded additional positive effects (p < 0.001). Results showed that tailored communication has a small but significant effect, especially for individuals high on distrust-based amotivation (p < 0.01).ConclusionIn addition to vaccine characteristics, there is room for policymakers to respond to those determinants that fall under their control and can thus be highlighted within communication campaigns.