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The Role of Risk Preferences in Responses to Messaging About COVID-19 Vaccine Take-Up

Development of an effective COVID-19 vaccine is widely considered as one of the best paths to ending the current health crisis. While the ability to distribute a vaccine in the short-term remains uncertain, the availability of a vaccine alone will not be sufficient to stop disease spread. Instead, policy makers will need to overcome the additional hurdle of rapid widespread adoption. In a large-scale nationally representative survey (N = 34,200), the current work identifies monetary risk preferences as a correlate of take-up of an anticipated COVID-19 vaccine. A complementary experiment (N = 1,003) leverages this insight to create effective messaging encouraging vaccine take-up. Individual differences in risk preferences moderate responses to messaging that provides benchmarks for vaccine efficacy (by comparing it to the flu vaccine), while messaging that describes pro-social benefits of vaccination (specifically herd immunity) speeds vaccine take-up irrespective of risk preferences. Findings suggest that policy makers should consider risk preferences when targeting vaccine-related communications.