Whose Norms to Follow? Effects of Social Norm Specificity on Black Americans’ Intention to Receive COVID-19 Vaccines

ABSTRACT

COVID-19 has caused tremendous disruptions to public health and social stability. While the record-breaking speed of vaccine development brings a beam of light to put this global pandemic under control, public health professionals struggle to motivate certain population segments to be vaccinated. This research examined how social norms varying in reference group specificity influenced the intention to be vaccinated against COVID-19 among unvaccinated Black Americans. This report documented findings yielded from the first wave of data collection of a longitudinal study conducted in June 2021, with a total of 1,278 Black Americans who had not received COVID-19 vaccines. The results showed that participants’ perceived norms among important others, Black Americans, and all Americans differed in their effects on vaccination intention. Moreover, perceived norms among Black Americans strengthened the effect of perceived norms in important others on vaccination intention, whereas perceived norms among all Americans attenuated the relationship between perceived norms among Black Americans and vaccination intention. The findings suggest the importance of considering norm specificity in future theoretical advancements and practical applications of social norms.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. Descriptive statistics broken down by demographic variables can be obtained from the author upon requests.

Additional information

Funding

This research is supported by TCU IS Fund.