TY - JOUR
T1 - Vaccination Acceptance Across Cultures
T2 - The Roles of Collectivism, Empathy, and Homophily
AU - Leonhardt, James M.
AU - Pezzuti, Todd
N1 - Funding Information:
The authors gratefully acknowledge support from the MIT Core Survey Design and Data Analysis Team, the Ozmen Institute for Global Studies, Bruce Sanders, Garret Ridinger, Jae-eun Namkoong, and Peter Toth.
Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: Funding was received from a research grant awarded to the first author (J.M. Leonhardt) from the Ozmen Institute for Global Studies for the study of “Cultural Orientation and Vaccine Hesitancy During a Pandemic.”
Publisher Copyright:
© American Marketing Association 2022.
PY - 2022/6
Y1 - 2022/6
N2 - How does culture influence vaccination acceptance? This is an important question facing managers, policy makers, and global health organizations. Even with effective vaccines for highly contagious diseases, humankind remains at risk from vaccine hesitancy. The authors conduct a large-scale multilevel analysis of more than 400,000 survey respondents and find that COVID-19 vaccination intentions are higher among people from countries that are higher in cultural collectivism (Study 1). Follow-up studies indicate that vaccination acceptance is higher among people who endorse collectivistic values because they feel more empathy for those afflicted by the disease (Studies 2a, 2b, 3), especially when victims of the disease have characteristics (e.g., political affiliation, lifestyle, personality) similar to themselves (Study 3). To encourage vaccination acceptance, the authors suggest promoting collectivistic values and empathic concern, as well as homophily through the portrayal of victims with characteristics like those hesitant to accept vaccination.
AB - How does culture influence vaccination acceptance? This is an important question facing managers, policy makers, and global health organizations. Even with effective vaccines for highly contagious diseases, humankind remains at risk from vaccine hesitancy. The authors conduct a large-scale multilevel analysis of more than 400,000 survey respondents and find that COVID-19 vaccination intentions are higher among people from countries that are higher in cultural collectivism (Study 1). Follow-up studies indicate that vaccination acceptance is higher among people who endorse collectivistic values because they feel more empathy for those afflicted by the disease (Studies 2a, 2b, 3), especially when victims of the disease have characteristics (e.g., political affiliation, lifestyle, personality) similar to themselves (Study 3). To encourage vaccination acceptance, the authors suggest promoting collectivistic values and empathic concern, as well as homophily through the portrayal of victims with characteristics like those hesitant to accept vaccination.
KW - COVID-19
KW - collectivism
KW - culture
KW - empathy
KW - homophily
KW - vaccine
UR - http://www.scopus.com/inward/record.url?scp=85126546215&partnerID=8YFLogxK
U2 - 10.1177/1069031X211073179
DO - 10.1177/1069031X211073179
M3 - Article
AN - SCOPUS:85126546215
SN - 1069-031X
VL - 30
SP - 13
EP - 27
JO - Journal of International Marketing
JF - Journal of International Marketing
IS - 2
ER -