{"title":"COVID-19 vaccines and anti-consumption: Understanding anti-vaxxers hesitancy.","authors":"Damien Chaney, Michael Sw Lee","doi":"10.1002/mar.21617","DOIUrl":null,"url":null,"abstract":"<p><p>Anti-vaccination sentiment and vaccine hesitancy are on the rise. This is unfortunate given the world's coronavirus disease 2019 (COVID-19) pandemic response plan relies on a global vaccination program the likes of which has never been attempted. Using an anti-consumption lens, this study utilizes a qualitative approach and 53 interviews revolving around people's attitudes towards the COVID-19 vaccination plan. The findings reveal that COVID-19 vaccination hesitancy comes from two major factors: stable factors and contextual factors. Stable factors refer to factors that are consistently found in anti-vaccination movements and include political and philosophical opposition. Contextual factors refer to factors that are highly dependent on the COVID-19 situation and relates to a negative benefit to risk ratio informed by information overload and the influence of marketing phenomena such as branding and country of origin effects. Finally, theoretical and managerial contributions are offered for public policymakers and social marketers.</p>","PeriodicalId":48373,"journal":{"name":"Psychology & Marketing","volume":"39 1","pages":"741-754"},"PeriodicalIF":8.9000,"publicationDate":"2022-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9015457/pdf/","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Psychology & Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1002/mar.21617","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"2021/11/24 0:00:00","PubModel":"Epub","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Anti-vaccination sentiment and vaccine hesitancy are on the rise. This is unfortunate given the world's coronavirus disease 2019 (COVID-19) pandemic response plan relies on a global vaccination program the likes of which has never been attempted. Using an anti-consumption lens, this study utilizes a qualitative approach and 53 interviews revolving around people's attitudes towards the COVID-19 vaccination plan. The findings reveal that COVID-19 vaccination hesitancy comes from two major factors: stable factors and contextual factors. Stable factors refer to factors that are consistently found in anti-vaccination movements and include political and philosophical opposition. Contextual factors refer to factors that are highly dependent on the COVID-19 situation and relates to a negative benefit to risk ratio informed by information overload and the influence of marketing phenomena such as branding and country of origin effects. Finally, theoretical and managerial contributions are offered for public policymakers and social marketers.
期刊介绍：
Psychology & Marketing (P&M) publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, P&M serves practitioners and academicians in the fields of psychology and marketing and is an appropriate outlet for articles designed to be of interest, concern, and applied value to its audience of scholars and professionals. Manuscripts that use psychological theory to better understand the various aspects of the marketing of products and services are appropriate for submission.
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