Rethinking prosocial vaccination: Nuancing altruism, solidarity, and reciprocity appeals to encourage flu shot uptake

Abstract

ABSTRACT Prosocial persuasion has emerged as a significant focus in health communication, particularly regarding the promotion of vaccination. Recent studies on COVID-19 vaccination suggest that emphasizing the well-being of social others encourages vaccination behaviors. However, few studies have considered the theoretical nuances among prosocial motives. Drawing upon literature on prosociality, we investigate how three nuanced prosocial appeals (altruism, solidarity, and reciprocity) exhibit different levels of persuasiveness in influenza vaccine uptake. We employ psychological reactance theory to explain the varying persuasiveness of these appeals. Results suggest that the three appeals did not outperform a conventional message emphasizing individual benefits. However, prosocial messages provoked differing levels of psychological reactance (threat to freedom), which were negatively associated with flu shot uptake intention. State empathy had a substantial direct effect on behavior adoption in prosocial persuasion, although mere prosocial requests did not increase empathy among readers. We discuss theoretical and practical implications.