The lecture will be presented in English.
Summary
Vaccine hesitancy is not unique to COVID-19 and has been routinely documented across countries. Several factors may contribute to vaccine hesitancy, including demographic (e.g., younger) and sociodemographic (e.g., lower education attainment) factors, as well as beliefs and attitudes. Moreover, there are opportunities to explore vaccine hesitancy through the lens of culture, given the observed variation in vaccination acceptance across counties and cultures.
Our recent work relies on the cultural dimension of collectivism to better understand and anticipate cultural differences in vaccine hesitancy. Across several studies and using different methodologies, we find that a significant amount of the variation in vaccine acceptance across cultures can be accounted for by collectivism. We further find that cultural collectivism limits the threat perceived invincibility has on vaccination intentions. Collectivistic values promote vaccination intentions by increasing empathic concern for those afflicted by the disease.
Global and local promotion strategies designed to enhance the extent to which people consider themselves interdependent and responsible for the well-being of others should help in lessening vaccine hesitancy and the threat of perceived invincibility. Enhancing empathic concern for victims of the pandemic may also increase vaccination rates and can be achieved through the strategic portrayal of victims of the pandemic that have characteristics like those hesitant to accept vaccination.
James Leonhardt is an Associate Professor of Marketing at the College of Business, University of Nevada, Reno. His research address how technology, information, and culture affect consumer and firm behavior in traditional and digital marketplaces. Research projects of James Leonhardt were funded, i. a., by the Newkirk Center for Science and Society, University of California Chancellors, and Daniels Ethics Foundation Initiative. His papers were published, i. a., in the Journal of Consumer Psychology, Journal of Interactive Marketing, Journal of Advertising, Journal of Consumer Affairs, Journal of Services Marketing, and Marketing Letters.
Learn more about the professor at The College oF BusinesS website
Department of Market, Marketing and Quality, Collegium of Management and Finance SGH