BEworks
Report & Event Promo Branding

COVID-19 Vaccine Hesitancy: A BehaviouralLens on a Critical Problem

BEworks surveyed over 3700 Canadians in mid-December 2020 to uncover the underlying cognitive factors driving people’s intentions to be vaccinated againstCOVID-19. Our research revealed that 4 key cognitive factors explained 42% of vaccination intentions, while all demographic measures together only predicted14%. Crucially, these cognitive factors underscore that traditional messaging and information campaigns are unlikely to be effective at achieving herd immunity alone. Instead of a “one-size-fits all” strategy, we suggest targeted, psychologically-informed communication and behavioural strategies to drive vaccination.