How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social media
Objectives To (1) understand what behaviours, beliefs, demographics and structural factors predict US adults’ intention to get a COVID-19 vaccination, (2) identify segments of the population (‘personas’) who share similar factors predicting vaccination intention, (3) create a ‘typing tool’ to predic...
| Main Authors: | , , , , , , , , , , , |
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| Format: | Article |
| Language: | English |
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BMJ Publishing Group
2023-06-01
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| Series: | BMJ Open |
| Online Access: | https://bmjopen.bmj.com/content/13/6/e066897.full |
| _version_ | 1797749112148328448 |
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| author | Hannah Kemp Sema K Sgaier Grace K Charles Vincent S Huang Rohan Kumar Sofia P Braunstein Jessica L Barker Henry Fung Lindsay Coome Eli Grant Drew Bernard Darren Barefoot |
| author_facet | Hannah Kemp Sema K Sgaier Grace K Charles Vincent S Huang Rohan Kumar Sofia P Braunstein Jessica L Barker Henry Fung Lindsay Coome Eli Grant Drew Bernard Darren Barefoot |
| author_sort | Hannah Kemp |
| collection | DOAJ |
| description | Objectives To (1) understand what behaviours, beliefs, demographics and structural factors predict US adults’ intention to get a COVID-19 vaccination, (2) identify segments of the population (‘personas’) who share similar factors predicting vaccination intention, (3) create a ‘typing tool’ to predict which persona people belong to and (4) track changes in the distribution of personas over time and across the USA.Design Three surveys: two on a probability-based household panel (NORC’s AmeriSpeak) and one on Facebook.Setting The first two surveys were conducted in January 2021 and March 2021 when the COVID-19 vaccine had just been made available in the USA. The Facebook survey ran from May 2021 to February 2022.Participants All participants were aged 18+ and living in the USA.Outcome measures In our predictive model, the outcome variable was self-reported vaccination intention (0–10 scale). In our typing tool model, the outcome variable was the five personas identified by our clustering algorithm.Results Only 1% of variation in vaccination intention was explained by demographics, with about 70% explained by psychobehavioural factors. We identified five personas with distinct psychobehavioural profiles: COVID Sceptics (believe at least two COVID-19 conspiracy theories), System Distrusters (believe people of their race/ethnicity do not receive fair healthcare treatment), Cost Anxious (concerns about time and finances), Watchful (prefer to wait and see) and Enthusiasts (want to get vaccinated as soon as possible). The distribution of personas varies at the state level. Over time, we saw an increase in the proportion of personas who are less willing to get vaccinated.Conclusions Psychobehavioural segmentation allows us to identify why people are unvaccinated, not just who is unvaccinated. It can help practitioners tailor the right intervention to the right person at the right time to optimally influence behaviour. |
| first_indexed | 2024-03-12T16:14:30Z |
| format | Article |
| id | doaj.art-7718fa6e40654ead81b61b5a9f86b70a |
| institution | Directory Open Access Journal |
| issn | 2044-6055 |
| language | English |
| last_indexed | 2024-03-12T16:14:30Z |
| publishDate | 2023-06-01 |
| publisher | BMJ Publishing Group |
| record_format | Article |
| series | BMJ Open |
| spelling | doaj.art-7718fa6e40654ead81b61b5a9f86b70a2023-08-09T05:40:07ZengBMJ Publishing GroupBMJ Open2044-60552023-06-0113610.1136/bmjopen-2022-066897How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social mediaHannah Kemp0Sema K Sgaier1Grace K Charles2Vincent S Huang3Rohan Kumar4Sofia P Braunstein5Jessica L Barker6Henry Fung7Lindsay Coome8Eli Grant9Drew Bernard10Darren Barefoot115 Surgo Health, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA1 Surgo Ventures, Washington, DC, USA6 Facebook, Menlo Park, California, USA7 Capulet Communications, Vancouver, British Columbia, CanadaObjectives To (1) understand what behaviours, beliefs, demographics and structural factors predict US adults’ intention to get a COVID-19 vaccination, (2) identify segments of the population (‘personas’) who share similar factors predicting vaccination intention, (3) create a ‘typing tool’ to predict which persona people belong to and (4) track changes in the distribution of personas over time and across the USA.Design Three surveys: two on a probability-based household panel (NORC’s AmeriSpeak) and one on Facebook.Setting The first two surveys were conducted in January 2021 and March 2021 when the COVID-19 vaccine had just been made available in the USA. The Facebook survey ran from May 2021 to February 2022.Participants All participants were aged 18+ and living in the USA.Outcome measures In our predictive model, the outcome variable was self-reported vaccination intention (0–10 scale). In our typing tool model, the outcome variable was the five personas identified by our clustering algorithm.Results Only 1% of variation in vaccination intention was explained by demographics, with about 70% explained by psychobehavioural factors. We identified five personas with distinct psychobehavioural profiles: COVID Sceptics (believe at least two COVID-19 conspiracy theories), System Distrusters (believe people of their race/ethnicity do not receive fair healthcare treatment), Cost Anxious (concerns about time and finances), Watchful (prefer to wait and see) and Enthusiasts (want to get vaccinated as soon as possible). The distribution of personas varies at the state level. Over time, we saw an increase in the proportion of personas who are less willing to get vaccinated.Conclusions Psychobehavioural segmentation allows us to identify why people are unvaccinated, not just who is unvaccinated. It can help practitioners tailor the right intervention to the right person at the right time to optimally influence behaviour.https://bmjopen.bmj.com/content/13/6/e066897.full |
| spellingShingle | Hannah Kemp Sema K Sgaier Grace K Charles Vincent S Huang Rohan Kumar Sofia P Braunstein Jessica L Barker Henry Fung Lindsay Coome Eli Grant Drew Bernard Darren Barefoot How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social media BMJ Open |
| title | How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social media |
| title_full | How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social media |
| title_fullStr | How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social media |
| title_full_unstemmed | How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social media |
| title_short | How do psychobehavioural variables shed light on heterogeneity in COVID-19 vaccine acceptance? Evidence from United States general population surveys on a probability panel and social media |
| title_sort | how do psychobehavioural variables shed light on heterogeneity in covid 19 vaccine acceptance evidence from united states general population surveys on a probability panel and social media |
| url | https://bmjopen.bmj.com/content/13/6/e066897.full |
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