The Persuasion Effects of Vaccination Message: The Interactive Effects of Language Style, Source Type, and the Provision of Choice

Leveraging psychological reactance theory, this study seeks to explore the interactive effects between message features and source characteristics on psychological reactance and persuasion outcomes relating to flu vaccine intention through a between-subject experiment. The results indicate the significant impact of language style and source type on individuals’ attitudes toward flu vaccines, and the mediation roles of perceived autonomy, trust, and psychological reactance, along with moderation effect of choice type (single vs. multiple) and the interactive effects of language style and source type on flu vaccine intention. This study provides implication in vaccination persuasion and detailed strategies for practical campaign.