Vaccine for yourself, your community, or your country? Examining audiences’ response to distance framing of COVID-19 vaccine messages

This study explored the effects of COVID-19 vaccine promotion messages highlighting the benefit at individual, community, and country levels. Based on the cultural theory of risks, we investigated how individuals’ valuation of individualism vs. communitarianism and hierarchical vs. egalitarian social structure affect their responses to vaccine messages. An online experiment (N = 702) with four video message conditions (individual-centered,...