Framing the loss: Preferences for vaccine hesitancy and gender effect in France and Italy

Abstract

Utilizing data from a randomized controlled trial conducted in France and Italy, we propose a seven-category classification system for vaccine behaviors to better investigate the instability of individual preferences in response to two different information framings of the adverse event of vaccine-related death in different languages—one more scientific and abstract, and the other more anecdotal and concrete. We find that loss-framed messages increase vaccine hesitancy in both France and Italy, with abstract framing contributing to a greater extent than concrete framing. The results also highlight significant gender effects. Contrary to previous studies, women exhibit less hesitancy than men. Furthermore, gender differences in reactions to the framing of the loss are revealed: reading the concrete framing, men become less willing to be vaccinated, whereas women become more hesitant with the abstract framing. To enhance vaccine acceptance, effective communication should consider how different loss-framed messages impact vaccine decision-making differently based on gender.