They divided the study in to two experiments. The first experiment tested “a large number of treatment messages. One subgroup of messages draws on the ideas that mass vaccination is a collective action problem and highlighting the prosocial benefit of vaccination or the reputational costs that one might incur if one chooses not to vaccinate. Another subgroup of messages built on contemporary concerns about the pandemic, like issues of restricting personal freedom or economic security”.
The messages that were tested in the first experiment were:
Baseline (To end the COVID-19 outbreak, it is important for people to get vaccinated against COVID-19 whenever a vaccine becomes available. Getting the COVID-19 vaccine means you are much less likely to get COVID-19 or spread it to others. Vaccines are safe and widely used to prevent diseases and vaccines are estimated to save millions of lives every year.)
Self-Interest (Stopping COVID-19 is important because it reduces the risk that you could get sick and die. COVID-19 kills people of all ages, and even for those who are young and healthy, there is a risk of death or long-term disability. Remember, getting vaccinated against COVID-19 is the single best way to protect yourself from getting sick.)
Community Interest (Stopping COVID-19 is important because it reduces the risk that members of your family and community could get sick and die. COVID-19 kills people of all ages, and even for those who are young and healthy, there is a risk of death or long-term disability. Remember, every person who gets vaccinated reduces the risk that people you care about get sick. While you can’t do it alone, we can all protect every-one by working together and getting vaccinated.)
Community Interest + Guilt ((3) (Imagine how guilty you will feel if you choose not to get vaccinated and spread COVID-19 to someone you care about.)
Community Interest + Embarrassment ((3) + Imagine how embarrassed and ashamed you will be if you choose not to get vaccinated and spread COVID-19 to someone you care about.)
Community Interest + Anger ((3) + Imagine how angry you will be if you choose not to get vaccinated and spread COVID-19 to someone you care about.)
Not Bravery (Soldiers, fire-fighters, EMTs, and doctors are putting their lives on the line to serve others during the COVID-19 outbreak. That's bravery. But people who refuse to get vaccinated against COVID-19 when there is a vaccine available because they don't think they will get sick or aren't worried about it aren't brave, they are reckless. By not getting vaccinated, you risk the health of your family, friends, and community. There is nothing attractive and independent-minded about ignoring public health guidance to get the COVID-19 vaccine. Not getting the vaccine when it becomes available means you risk the health of others. To show strength get the vaccine so you don't get sick and take resources from other people who need them more, or risk spreading the disease to those who are at risk, some of whom can’t get a vaccine. Getting a vaccine may be inconvenient, but it works.)
Trust in Science (Getting vaccinated against COVID-19 is the most effective means of protecting your community. The only way we can beat COVID-19 is by following scientific approaches, such as vaccination. Prominent scientists believe that once available, vaccines will be the most effective tool to stop the spread of COVID-19. The people who reject getting vaccinated are typically ignorant or confused about the science. Not getting vaccinated will show people that you are probably the sort of person who doesn’t understand how infection spreads and who ignores or are confused about science.)
Personal Freedom (COVID-19 is limiting many people’s ability to live their lives as they see fit. People have had to cancel weddings, not attend funerals, and halt other activities that are important in their daily lives. On top of this, government policies to prevent the spread of COVID-19 limit our freedom of association and movement. Remember, each person who gets vaccinated reduces the chance that we lose our freedoms or government lockdowns return. While you can’t do it alone, we can all keep our freedom by getting vaccinated.)
Economic Freedom (COVID-19 is limiting many people’s ability to continue to work and provide for their families. People have lost their jobs, had their hours cut, and lost out on job opportunities because companies aren’t hiring. On top of this, government policies to prevent the spread of COVID-19 have stopped businesses from opening up. Remember, each person who gets vaccinated reduces the chance that we lose our freedoms or government lockdowns return. While you can’t do it alone, we can all keep our ability to work and earn a living by getting vaccinated.)
Community Economic Benefit (Stopping COVID-19 is important because it is wreaking havoc on our economy. Thousands of people have lost their jobs and are unable to pay their bills. Many others have been laid off by their employers and do not know when they will be called to return to work. Remember, every person who gets vaccinated reduces the risk that someone else gets sick. While you can’t do it alone, we can all end this outbreak and strengthen the national economy by working together and getting vaccinated.)
This was a large trial. Over 4,000 participants were randomly assigned to one of the treatment messages or a placebo group which looked at the effectiveness of bird feeders.
The authors found that the baseline message only produced a modest increase in intention to vaccinate. However, Community Interest plus Guilt, Embarrassment, Anger, Not bravery, Trust in Science and Personal Freedom messages all produced largest effects with Not Bravery, Community Interest and Embarrassment messages being the most promising. It was predicted that using those messages would increase vaccine uptake by 10.4 - 15.9 percent.
When they looked at the effects of the messages for advising a friend to receive a vaccine and the effect for negatively judging someone who refuses to receive one, the Not Bravery, Trust in Science, Personal Freedom, Community Interest, Guilt and Embarrassment messages all had large effects on the outcomes. The embarrassment message increased uptake by 27 percent. The Not Bravery message increased uptake by 21 percent when looking at the negative judgment of non-vaccinators.
They conducted a study (and I’m sure this wasn’t the only one) to see which pressure points would work best on different parts of the population and then carefully released mountains of propaganda (funded by you) to turn your friends and family against you. This nudging was all done to get you to take a vaccine you decided you didn’t want.