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

doi:10.1126/SCIADV.ADG9434

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 journal › Article › peer-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 language	English (US)
Article number	eadg9434
Journal	Science Advances
Volume	9
Issue number	29
DOIs	https://doi.org/10.1126/SCIADV.ADG9434
State	Published - Jul 21 2023

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

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{\textquoteright}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.",

author = "Larsen, {Bradley J.} and Ryan, {Timothy J.} and Steven Greene and Hetherington, {Marc J.} and Rahsaan Maxwell and Steven Tadelis",

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doi = "10.1126/SCIADV.ADG9434",

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AU - Larsen, Bradley J.

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AU - Maxwell, Rahsaan

AU - Tadelis, Steven

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AB - 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.

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

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