Counter-stereotypical messaging and partisan cues: Moving the needle on vaccines in a polarized United States

Bradley J. Larsen, Timothy J. Ryan, Steven Greene, Marc J. Hetherington, Rahsaan Maxwell, Steven Tadelis

    Research output: Contribution to journalArticlepeer-review

    Abstract

    This paper reports results from a large-scale randomized controlled trial assessing whether counter-stereotypical messaging and partisan cues can induce people to get COVID-19 vaccines. The study used a 27-s video compilation of Donald Trump’s comments about the vaccine from Fox News interviews and presented the video to millions of U.S. YouTube users through a $100,000 advertising campaign in October 2021. Results indicate that the number of vaccines increased in the average treated county by 103 (with a one-tailed P value of 0.097). Based on this average treatment effect and totaling across our 1014 treated counties, the total estimated effect was 104,036 vaccines.

    Original languageEnglish (US)
    Article numbereadg9434
    JournalScience Advances
    Volume9
    Issue number29
    DOIs
    StatePublished - Jul 21 2023

    ASJC Scopus subject areas

    • General

    Fingerprint

    Dive into the research topics of 'Counter-stereotypical messaging and partisan cues: Moving the needle on vaccines in a polarized United States'. Together they form a unique fingerprint.

    Cite this