Kislitsyn Dmitry, Meylakhs Peter, Schapov Dmitry, Kurakin Dmitry, Aleksandrova Ekaterina
National Research University Higher School of Economics, 3A-1, Kantemirovskaya St., Saint Peterburg, Russia.
Ronald F. Inglehart Laboratory for Comparative Social Research, National Research University Higher School of Economics, 55-2 Sedova Str., Saint Petersburg 192171, Russia.
Prev Med. 2024 Dec;189:108143. doi: 10.1016/j.ypmed.2024.108143. Epub 2024 Oct 2.
Effective persuasive communication necessitates message matching; the conveyed message should resonate with the recipient's characteristics, including individual moral values. While studies examining the relationship between moral values and vaccination behavior have been conducted in a limited number of countries, this study seeks to provide evidence on this relationship beyond Western democracies.
A cross-sectional online survey was conducted from November 4 to December 17, 2021, in Russia. Participants reported their COVID-19 vaccination behavior and completed the Moral Foundations Questionnaire, designed to measure the endorsement of moral values (n = 415). Regression analysis was employed to assess the association between each moral foundation and COVID-19 vaccination behavior.
Our findings indicate that the moral foundations of Care, Loyalty, Fairness, and Sanctity significantly influence vaccination behavior. Individuals who strongly endorse Fairness (AME = -0.019; 95 % CI = -0.033, -0.005) and Sanctity (AME = -0.016; 95 % CI = -0.031, -0.002) were less likely to be vaccinated. Conversely, individuals endorsing Care (AME = -0.018; 95 % CI = -0.031, -0.005) and Loyalty (AME = -0.015; 95 % CI = -0.028, -0.001) were less likely to report refusal of vaccination. These results remain robust after adjusting for sociodemographic variables related to vaccination barriers.
Our findings carry public health implications; an understanding of the moral psychology underlying vaccination behavior can facilitate more targeted and effective health communication. Employing skillfully crafted moral appeals may mitigate negative attitudes toward vaccination and enhance vaccination rates.
有效的说服性沟通需要信息匹配；所传达的信息应与接受者的特征产生共鸣，包括个人道德价值观。虽然在少数国家开展了关于道德价值观与疫苗接种行为之间关系的研究，但本研究旨在提供西方民主国家以外关于这种关系的证据。
2021年11月4日至12月17日在俄罗斯进行了一项横断面在线调查。参与者报告了他们的新冠病毒疫苗接种行为，并完成了旨在衡量道德价值观认同度的道德基础问卷（n = 415）。采用回归分析来评估每种道德基础与新冠病毒疫苗接种行为之间的关联。
我们的研究结果表明，关爱、忠诚、公平和神圣等道德基础显著影响疫苗接种行为。强烈认同公平（平均边际效应= -0.019；95%置信区间= -0.033，-0.005）和神圣（平均边际效应= -0.016；95%置信区间= -0.031，-0.002）的个体接种疫苗的可能性较小。相反，认同关爱（平均边际效应= -0.018；95%置信区间= -0.031，-0.005）和忠诚（平均边际效应= -0.015；95%置信区间= -0.028，-0.001）的个体报告拒绝接种疫苗的可能性较小。在调整与疫苗接种障碍相关的社会人口学变量后，这些结果仍然稳健。
我们的研究结果具有公共卫生意义；了解疫苗接种行为背后的道德心理可以促进更有针对性和有效的健康沟通。运用精心设计的道德诉求可能会减轻对疫苗接种的负面态度并提高疫苗接种率。
