The Enthusiasts and the Reluctants of COVID-19 Vaccine Uptake: A Cluster Analysis, Journal of the Association for Consumer Research
The success of a COVID-19 vaccination rollout plan depends on people’s willingness to receive the vaccine. This research examines how COVID-19 vaccination intent may vary across segments of people in the US population and the factors associated with their intent. Six waves of survey conducted between April and December 2020 provided data on 3979 respondents’ perceptions, attitudes, concerns and behaviors related to the COVID-19 pandemic. We first factor-analyzed the data and then conducted cluster analyses using nine factors: self-vulnerability, compliance with preventative measures, concern for the health of others, disinfectant vigilance, financial concerns, isolation anxiety, trust in COVID-related information, approval of how the government and Donald Trump handled the pandemic. The seven clusters that emerged varied in vaccination intent (χ2= 117.0, p < .001; ranging from 9.5% to 75% in wave 6) and in the factors associated with their intent. The findings offer insights into how policymakers may address vaccine hesitancy by staging vaccination rollout based on the readiness of the communities and by designing targeted messages to encourage vaccine uptake.
Angela Y. Lee, Jiaqian Wang, Ulf Bockenholt, Rafal Ohme, Dorota Reykowska, Leonard Lee, Catherine Yeung
Lee, Angela Y., Jiaqian Wang, Ulf Bockenholt, Rafal Ohme, Dorota Reykowska, Leonard Lee, and Catherine Yeung. 2021. The Enthusiasts and the Reluctants of COVID-19 Vaccine Uptake: A Cluster Analysis. Journal of the Association for Consumer Research. 7(2): 231-244.