Testing Two Attention-Related Effects in COVID-19 Vaccine Likelihood

Two studies (combined N = 2,044 with online U.S.-based participants) were conducted to test attention theory-based methods intended to increase vaccine intentions: (a) the presence versus absence of having a choice and (b) in choice's absence, the effect of offering a single option and describing it versus offering the same option and describing it plus additional options. Consistent with attention-based choice, participants (both unvaccinated and vaccinated) expressed a stronger positive affect to the vaccine and a greater likelihood to get vaccinated when allowed to choose among multiple vaccines. The pleasure of choice is an overlooked factor when considering how to increase vaccine uptake. In the absence of choice, however, effects were mixed about whether informing about a single vaccine would increase intentions over informing about multiple vaccines.