A health campaign tests two messages about flu vaccination. Message A says, “Protect yourself.” Message B says, “Most people in your neighbourhood protect v...
Question 1 Report
A health campaign tests two messages about flu vaccination. Message A says, “Protect yourself.” Message B says, “Most people in your neighbourhood protect vulnerable neighbours by being vaccinated.” Adults read one message and report their intention to book an appointment.
(a) Identify the message that uses a social norm. [1]
(b) Explain why Message B may affect intentions differently from Message A. [2]
(c) Name one way the campaign could measure actual behaviour rather than intention. [1]
Answer Details
(a) Message B [1] (b) Message B presents vaccination as behaviour performed by the social group [1] and may motivate people to conform or help protect others [1]. (c) Check anonymised appointment bookings / vaccination records after the campaign [1].
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