Heard Immunity: Effective Persuasion for a Future COVID-19 Vaccine

A survey experiment exposes treatment groups to four messages supporting future vaccination against COVID-19. These treatments emphasize either the risks of the virus or the safety of vaccination, to the respondent personally or to others. For a nationally representative sample, self-reported intent to vaccinate is not significantly different from the control for any message. However, there is a substantial divergence between white non-Hispanic respondents, whose response to all four treatments is close to zero, and non-white or Hispanic respondents, whose intention to vaccinate is over 50% higher in response to a message emphasizing pro-sociality and the safety of others.