Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents
Vaccine-skeptics do not trust immunization recommendations and cause problems for public health. Among vaccine-skeptics we test how the mentioning of protagonists’ vaccine-skepticism increases the effectiveness of anecdotal messages. A narrative that portrayed vaccine-skeptical protagonists in a positive way produced the highest intention to vaccinate. Our findings are easy to implement.
Citation:
Sandra Praxmarer-Carus and Stefan Wolkenstoerfer (2018) ,"Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 425-429.
作者
Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München
Volume
NA -消费者研究的进步rch Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Featured
The Pleasure of Being Right (Even When the World Is Bad)
Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA
Featured
Is Congruity Desirable for Brand Extensions? A Conceptual and Meta-Analytic Review
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada