Understanding personalized persuasion strategiesin implicit attitudes towards the COVlD-19 vaccine:
the moderating effects of personality traits based on an ERP study
/ Xuejiao Chen, et al
Humanities and Social Sciences Communications 11,
Article number: 1217 (2024)
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Abstract
Prior research has shown that attitudes possess an implicit dimension that is crucial for understanding behavioral decisions. Personality traits, such as high need for cognition (NFC) and high need for affect (NFA), contribute to the formation of explicit and implicit attitudes through distinct routes, influencing the consistency between implicit and explicit attitudes. We employ Event-Related Potentials (ERPs) to examine how personality differences affect implicit attitudes and the efficacy of personalized matching in the context of COVID-19 vaccination. Phase 1 of the study explores whether participants with high need for cognition or high need for affect display varying levels of consistency between their implicit and explicit attitudes. After controlling for pre-existing positive explicit attitudes towards the COVID-19 vaccine, we discovered that participants with high NFC exhibit a more consistent attitude system, while those with high NFA do not. Phase 2 of the study reveals that personalized matching does not ensure a corresponding enhancement in persuasion, as it can influence people’s attitudes via different psychological processes based on their level of elaboration. These findings offer new insights into the factors driving COVID-19 vaccine hesitancy and the effectiveness of personalized persuasion strategies at the individual implicit cognitive level. Such understanding can assist in devising communication strategies for future vaccination promotion efforts.
引用：Chen, X., Chen, C., Wang, Y. et al. Understanding personalized persuasion strategies in implicit attitudes towards the COVID-19 vaccine: the moderating effects of personality traits based on an ERP study. Humanit Soc Sci Commun 11, 1217 (2024). https://doi.org/10.1057/s41599-024-03720-z
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About the Author
陈雪娇
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北京师范大学珠海校区讲师。北京师范大学毕业，伊利诺伊大学香槟分校访问学者；共发表SSCI、CSSCI期刊论文19篇；主持校级课题1项并获优秀结项，参与国社科、教育部等省部级在内课题8项；参与出版著作7本，6次在传播学国际会议（ICA、NCA、AEJMC）上宣讲论文；2020年获中国新闻史学会传媒经济与管理研究委员会学术年会优秀论文奖，2023年获北京师范大学学术创新奖一等奖。
