The Potential for Inoculation Messages to Influence Vaccine Uptake among Underrepresented Populations (RPA Pilot/ Seed Project)

"Success in combating the spread of COVID-19 depends on sufficient numbers of individuals becoming immunized. This project aims to provide crucial understanding of vaccine hesitancy among populations historically less likely to become vaccinated (CDC, 2016; Santibanez et al., 2016), through formative research with members of the African-American community. This understanding will provide a foundation for developing messages and interventions based on theories of persuasion.
Throughout spring 2021, the University of Kentucky partnered with predominantly Black churches to operate mobile vaccine clinics. Researchers will gain insight from these community members who accepted and declined invitations to these clinics. Specifically, focus groups (8-10 participants each; total of 32-40) will be divided into these two groups: individuals who did and did not decide to be vaccinated. Additionally, researchers will glean insight from the immunizers at these clinics who will reflect on attitudes, behaviors, and beliefs they observed while administering vaccines. This information will be gathered via in-depth interviews
(with 4-5 individuals).
This knowledge will serve as the basis of a message design strategy rooted in inoculation theory. More than 60 years of empirical findings (Ivanov, 2017) and a meta-analysis (Banas & Rains, 2010) have demonstrated inoculation message efficacy in overwhelming opposing beliefs and attitudes (Ivanov, 2017). A two-group (treatment vs. control) experiment will be conducted in two phases, targeting an initial sample of 420 Black community members residing in Kentucky, age 18 or older, who have not been vaccinated for COVID-19.
An initial survey will assess baseline attitudes; a final survey, after exposure to treatment/control messages, will assess final attitudes. If effective, these messages could form the basis of a comprehensive strategy for messaging interventions to address vaccine hesitancy among underserved populations. Researchers will submit results for publication and seek additional extramural funding to build additional strategic interventions targeting vaccine hesitancy."