Messaging Matters
Reducing Vaccine Hesitation with Messaging that Resonates
Partha Krishnamurthy, Larry J. Sachnowitz Professor of Marketing & Entrepreneurship
Partha Krishnamurthy, Larry J. Sachnowitz Professor of Marketing & Entrepreneurship
When it comes to vaccines, how they are described matters.
Larry J. Sachnowitz Professor of Marketing & Entrepreneurship Partha Krishnamurthy shares how to combat vaccine hesitancy on the latest episode of Bauer Business Focus.
“In our study, we found that for those with strong vaccine concerns, talking about government recommendations may not work," he said. “Instead, describing how vaccines enable personal freedom increases acceptance.”
Krishnamurthy added: “Separately, describing vaccination as a way to protect others is accepted across groups. The broad takeaway is this. One size does not fit all, and it applies to vaccine communication as well."
To hear the full segment, click here.
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