Use of Construal Level Theory to Inform Messaging to Increase Vaccination Against COVID-19

"Messages are informed by construal level theory, which suggests that emphasizing why elicits more abstract thinking, or high-level construals, and can induce an emotional mindset, which could challenge an individual's sense of identity, autonomy, or political preferences. Conversely, emphasizing how is more cognitive and evokes concrete thinking, or low-level construals, and encourages a planning or implementation mindset, which may be better for encouraging vaccine uptake."

Usual messaging sent by Mass General Brigham