A new approach to audience segmentation for vaccination messaging : applying the anger activism model
Purpose: This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement. Design/methodology/approach: A cross-sectional survey was conducted with a national purposive sample (N = 438). Findings: The group with high anger, strong efficacy (i.e. “activists”) was found to be more likely to engage in information seeking and was more accurate and defense-motivated when examining information about anti-vaxxers compared to other groups. Importantly, activists were more likely to engage in both low and high commitment behaviors to change vaccine policy. Originality/value: As anti-vaxxers have proven to be difficult to change attitudinally, future campaigns are more likely to succeed if they leverage pro-vaccine audiences to fight for change. However, the understanding of the various segments within the pro-vaccination audience is limited. The data are discussed regarding leveraging high anger, strong efficacy audiences as change agents in future persuasive campaigns.
Year of publication: |
2021
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Authors: | Jang, Youjin ; Turner, Monique Mitchell ; Heo, Ruth Jinhee ; Barry, Rachel |
Published in: |
Journal of Social Marketing. - Emerald, ISSN 2042-6763, ZDB-ID 2589601-5. - Vol. 11.2021, 4 (03.08.), p. 424-452
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Publisher: |
Emerald |
Saved in:
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