Study: Peer Modeling Can Promote Vaccinations

Many health behaviors, including COVID-19 vaccinations, are often deterred by incorrect information. That is why UT Health San Antonio researchers studied a new type of advertisement on Facebook to push people to get vaccinated. They used video testimonial ads of peer role models, like Rosa Herrera, who tout the benefits of the COVID-19 vaccine in her life, while providing psychological inoculation by acknowledging and rejecting incorrect information, and receiving the vaccine. Compared to generic vaccine promotion ads from the CDC, the peer model ads yielded a significantly higher rate of link clicks on Facebook to “find a vaccine near you,” according to a recent study in the journal Health Education Research. “This provides useful data that tailored ...
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