Author(s)

Hanchi Zhao, Bin Chen

Corresponding Author

Hanchi Zhao

ABSTRACT

By changing the expression of information, the behavioral decisions of information receivers can be affected. This phenomenon is called the framing effect. In this study, gain-loss frame and individual-collective frame were used as variables to study the promotion effect of different frames on subjects' willingness to vaccinate novel coronavirus pneumonia vaccine (COVID-19 vaccine), and their acceptance tendency to different frames was studied according to their individual basic situation and cognitive situation. It is found that people with higher perceived vaccine effectiveness are more likely to accept loss-framed messages, while people with higher social responsibility are more inclined to accept gain-framed messages. In general, the loss frame is better than the gain frame in promoting the vaccination of COVID-19 vaccine. However, there is no obvious difference in the promotion effect of individual frame and collective frame on subjects inoculated with COVID-19 vaccine.

KEYWORDS

Message Framing, Personal Cognitive, COVID-19 Vaccine, Social Responsibility