A new approach to audience segmentation for vaccination messaging: applying the anger activism model. Issue 4 (3rd August 2021)

• Record Type: Journal Article
• Authors: Jang, Youjin; Turner, Monique Mitchell; Heo, Ruth Jinhee; Barry, Rachel
• Is Part Of: Journal of social marketing. Volume 11:Issue 4(2021)
• Page Start: 424
• Page End: 452
• Publication Date: 2021-08-03
• Subjects: Anger -- Activism -- Anger activism model -- Anti-vaccination -- Audience segmentation -- Anti-vax movement -- Information seeking -- Information avoidance -- Motivations; Social marketing -- Periodicals; 658.8
• DOI: 10.1108/JSOCM-10-2020-0206
• Languages: English
• ISSNs: 2042-6763

Abstract

Abstract : Purpose: This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement. Design/methodology/approach: A cross-sectional survey was conducted with a national purposive sample ( N = 438). Findings: The group with high anger, strong efficacy (i.e. "activists") was found to be more likely to engage in information seeking and was more accurate and defense-motivated when examining information about anti-vaxxers compared to other groups. Importantly, activists were more likely to engage in both low and high commitment behaviors to change vaccine policy. Originality/value: As anti-vaxxers have proven to be difficult to change attitudinally, future campaigns are more likely to succeed if they leverage pro-vaccine audiences to fight for change. However, the understanding of the various segments within the pro-vaccination audience is limited. The data are discussed regarding leveraging high anger, strong efficacy audiences as change agents in future persuasive campaigns.