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ICA Top Paper Profile: Li & Zhou

In our lead up to #ICA24, we are providing information about papers that received Top Paper awards from the Communication Science and Biology (CSaB) Interest Group. Each paper received exceptionally high scores from reviewers. These papers reflect outstanding scholarship in CSaB. Today’s Top Paper features Dr. Zongya Li and Dr. Qi Zhou’s paper: “Exploring the interactive effects of language style, source type, and the provision of choice on vaccination persuasion: A mixed-methods research.” Be sure to check out the paper at #ICA24

CSaB: In a few short sentences, what is your study about?

Our study combined computational and experimental mixed-methods to examine the underlying processes behind the relationship between message persuasion and vaccine intention. We first identified language style and source type as important factors in influencing individual’s attitude toward COVID-19 vaccines through content analysis of 37,576 comments under 400 tweets. Then, we conducted a 2 (language style: controlling vs. non-controlling language) x 3 (source type: expert vs. politician vs. the mass media) x 2 (choice type: single vs. multiple choices) web-based experiment (N = 567) further validate the effects of these strategies on flu vaccine intention as well as reveal the underlying psychological mechanisms. Based on psychological reactance theory, the present study examined the role of perceived autonomy, trust, and psychological reactance as serial mediators, and the provision of choice as the moderator for the vaccine intention.

CSaB: How did you come up with the idea for this line of research?

In the dual epidemics of COVID-19 and influenza, factors impacting COVID-19 uptake rates (i.e., the safety and efficacy of the vaccine) could have spilled over to influence influenza uptake rates. Following this line, we wondered whether strategies effective in promoting COVID-19 vaccine uptake would work equally well for encouraging influenza vaccination.

CSaB: Tell us more about the team!

The manuscript was written by Zongya Li and Qi Zhou. Zongya Li is an associate professor of the School of Journalism and Information Communication at the Huazhong University of Science and Technology. Her research interests include health and risk communication, science communication. Her work has been published in Science Communication, Media Psychology, and Asian Journal of Communication.

Qi Zhou is a postdoctoral of the School of Journalism and Information Communication at the Huazhong University of Science and Technology. Her research interests include artificial intelligence, brand anthropomorphism, and social media influencers. Her work has been published in Computers in Human Behavior, Journal of Retailing and Consumer Services, Environmental Communication, Current Psychology, and Cyberpsychology: Journal of Psychosocial Research on Cyberspace.

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