Shot Talk: Development and Pilot Test of a Theory of Planned Behavior Campaign to Combat College Student COVID-19 Vaccine Hesitancy

Abstract

Among college students, evidence of relatively lower levels of concern of COVID-19 infection, rapid rates of transmission, and lagging vaccination rates substantiates a need to combat college student COVID-19 vaccine hesitancy. This two-phase study comprised formative research, development, and pilot testing of a campaign to combat COVID-19 vaccine hesitancy among college students. In phase one, focus group discussions with college students (N = 48) uncovered their specific attitudes, subjective norms, and perceived behavioral control toward the COVID-19 vaccine. Thematic analysis revealed concerns about vaccine safety, efficacy, cost, and politicization, as well as perceived barriers to accessing information and the vaccine itself. Guided by formative research from phase one and the theory of planned behavior, phase two comprised campaign development and pilot testing. Participants (N = 30) completed a pretest and posttest survey assessing TPB constructs and awareness of information toward COVID-19 vaccination surrounding a two-week peer-to-peer campaign called Shot Talk. Results revealed increases in safety-related attitudes, perceived behavioral control, and awareness of information regarding COVID-19 vaccination. Practical implications for theory-driven campaigns and strategic messaging for primary COVID-19 vaccination and beyond are discussed.

Acknowledgments

The authors thank the students enrolled in SCC 400 at Chapman University who helped make this campaign a success.

Disclosure Statement

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

Additional information

Funding

Research involving human subjects was approved by Chapman University’s Institutional Review Board [IRB #21-73 and #21-207].