Literatur zur Krisenkommunikation

With the increasing availability of life-saving vaccines against the SARS-CoV-2 virus, er government agencies face the challenge of promoting vaccine uptake. Thus, encouraging e vaccine uptake marks an urgent policy challenge in fighting the COVID-19 pandemic. ee This study builds on the theory of psychological ownership to design a behaviorally inspired ee local government vaccination campaign. We conducted a large-scale, cluster-randomized e field experiment (N= 27,298 residents nested in 6,442 addresses) delivered to all registered pe residents of a German municipality via an official mailing campaign. The campaign pe included a psychological ownership intervention designed to boost residents’ intentions p to get vaccinated – measured through unique link clicks on a municipal website where p people can schedule a COVID-19 vaccination appointment. Findings suggest that adding t p possessive pronouns (i.e., ‘YOUR vaccination’) increases vaccination intentions by 39%, t p or 2.5 percentage points (p < 0.0001 [95% CI = 1.8%, 3.3%], control letter: 6.4%, treatment ot letter: 8.9%). The discussion outlines the value of using psychological ownership-based ot nudge interventions to increase vaccine uptake and other desirable behaviors. o

2022

Krisenkommunikation
Pandemiebezogene Maßnahmen

Keppeler, Florian
Sievert, Martin
Jilke, Sebstian

Behavioural Public Policy

10.1017/bpp.2022.16