Rebitschek Felix G, Jenny Mirjam A, Wagner Gert G, Ellermann Christin
Harding-Zentrum für Risikokompetenz, Fakultät für Gesundheitswissenschaften, Universität Potsdam, Virchowstr. 2, 14482, Potsdam, Deutschland.
Em. Gigerenzer, Max-Planck-Institut für Bildungsforschung, Berlin, Deutschland.
Bundesgesundheitsblatt Gesundheitsforschung Gesundheitsschutz. 2025 Sep;68(9):1024-1034. doi: 10.1007/s00103-025-04109-2. Epub 2025 Aug 4.
Evidence-based health information is a key tool in health communication to support informed decision-making. In contrast, there are behavioural approaches. The suitability of the different approaches seems to depend on the initial willingness to vaccinate and the information needs (e.g. of undecided people, sceptics).
Using the longitudinal Corona Online Opinion Panel Survey Special (COMPASS) survey panel, we conducted a preregistered experiment (N = 2944) in May 2021 involving information presentations on vaccination: evidence-based tabular and graphical fact box vs. norm and moral nudge vs. vaccination advertising. Before and after vaccination education, vaccination intentions, understanding of vaccination, and attitudes toward and trust in vaccines were measured among those willing, inclined, sceptical, opposed and undecided.
Fact boxes supported understanding of vaccination. Graphical fact boxes reinforced vaccination intention of undecideds without information needs. The moral nudge, but not the norm nudge, increased the vaccination intention of vaccination sceptics and undecided people without information needs. No negative influence on trust in vaccines could be identified.
Evidence-based information does not counteract the social goal of high immunisation coverage of the population. Depending on the intention to vaccinate and the need for information, different target groups react differently to vaccination communication. Questions of ethical and legal responsibility should be discussed with regard to nudging and vaccination advertising.
循证健康信息是健康传播中支持明智决策的关键工具。相比之下，还有行为学方法。不同方法的适用性似乎取决于初始接种意愿和信息需求（例如未决者、怀疑者的需求）。
利用纵向新冠在线意见调查特别小组（COMPASS）的调查小组，我们于2021年5月进行了一项预先注册的实验（N = 2944），涉及疫苗接种信息展示：循证表格和图形信息框与规范和道德助推与疫苗接种广告。在疫苗接种教育前后，对愿意接种、倾向接种、怀疑、反对和未决的人群测量了接种意愿、对疫苗接种的理解以及对疫苗的态度和信任。
信息框有助于理解疫苗接种。图形信息框增强了无信息需求的未决者的接种意愿。道德助推而非规范助推增加了疫苗怀疑者和无信息需求的未决者的接种意愿。未发现对疫苗信任有负面影响。
循证信息不会阻碍实现高人群免疫覆盖率的社会目标。根据接种意愿和信息需求，不同目标群体对疫苗接种宣传的反应不同。应就助推和疫苗接种广告讨论伦理和法律责任问题。
