Using immersive virtual reality to improve the beliefs and intentions of influenza vaccine avoidant 18-to-49-year-olds: Considerations,effects, and lessons learned |
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| Affiliation: | 1. Center for Health and Risk Communications and Department of Advertising and Public Relations, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA 30602, United States;2. Center for Health and Risk Communications and Department of Journalism, Grady College of Journalism and Mass Communication, University of Georgia, Athens, GA 30602, United States;3. Oak Ridge Associated Universities, 100 Orau Way, Oak Ridge, TN 37830, United States;1. Mayo Clinic Vaccine Research Group, Mayo Clinic, Rochester, MN 55905, USA;2. Department of Health Sciences Research, Mayo Clinic, Rochester, MN 55905, USA;3. National Center for Immunization and Respiratory Diseases, Centers for Disease Control and Prevention, Atlanta 30333, Georgia;1. Institut de la Francophonie pour la Medecine Tropicale, Lao Democratic People’s Republic;2. Lao-Lux Laboratory, Institut Pasteur du Laos, Vientiane, Lao Democratic People’s Republic;4. Department of Infection and Immunity, Luxembourg Institute of Health, Esch-sur-Alzette, Luxembourg;5. Laboratoire Nationale de Santé, Dudelange, Luxembourg;1. M.I.N.D. (Media Interface & Network Design) Lab, S.I. Newhouse School of Public Communications, Syracuse University, Syracuse, NY 13244, United States;2. Department of Computer Science, School of Humanities and Sciences, Ithaca College, Ithaca, NY 14850, United States;3. Department of Interaction Science, Sungkyunkwan University, Seoul 110-745, Republic of Korea;1. Incoming Postdoctoral Fellow, Center on Smart and Connected Health Technologies, Mays Cancer Center, School of Nursing, UT Health San Antonio, San Antonio, TX, 78229, USA;2. Department of Humanities, Institute of Technology Carlow, Carlow, R93 V960, Ireland;3. School of Business and Law, Edith Cowan University, Perth, WA, 6027, Australia;4. Head of Department of Architecture and Built Environment, Professor of Architecture and Urban Design, Faculty of Science and Engineering, University of Nottingham Ningbo China, Ningbo, Zhejiang, 315100, China;5. Prime Institute of Public Health, Peshawar Medical College, Peshawar, Warsak Road, Peshawar, 25160, Pakistan;6. Program of Public Relations and Advertising, Beijing Normal University-Hong Kong Baptist University United International College, China;7. Department of Microbiology, Faculty of Medicine, University of Sarajevo, Sarajevo, 71000, Bosnia and Herzegovina;8. Stan Richards School of Advertising & Public Relations, Center for Health Communication, Moody College of Communication, Department of Population Health, Dell Medical School, The University of Texas at Austin, Austin, TX, 78702, USA;9. Unit of Psychiatry, Department of Public Health and Medicinal Administration, Institute of Translational Medicine, Faculty of Health Sciences, Centre for Cognitive and Brain Sciences, Institute of Advanced Studies in Humanities and Social Sciences, University of Macau, Macao, SAR, China;10. Department of Nutrition and Food Hygiene, School of Public Health, Peking University Health Science Center, Beijing, 100191, China |
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| Abstract: | ObjectiveOnly one-third of adults 18–49 years old in the United States receive a recommended annual influenza vaccination. This study examined whether supplementing vaccine information statements (VIS) with an immersive virtual reality (VR), short video or electronic pamphlet story designed to convey the community immunity benefits of influenza vaccination would improve influenza vaccine avoidant participants’ influenza-related perceptions as well as their influenza vaccination-related beliefs, confidence and intentions.MethodA one-way between-subjects experimental design compared the effects of adding a supplemental education experience prior to VIS exposure with flu vaccine avoidant 18-to-49-year-olds. The 171 participants recruited from the community were randomly assigned to one of three modality treatment conditions [VR, video, or e-pamphlet (i.e., story board presented via electronic tablet)] or a VIS-only control condition.ResultsCompared to the modalities, the VR intervention created a stronger perception of presence (i.e., feeling of “being there” in the story), which, in turn, increased participants’ concern about transmitting influenza to others and raised vaccination intention. Increased concern about transmitting influenza to others was associated with positive effects on influenza vaccination-related beliefs, including confidence that one’s flu vaccination would protect others. Neither the e-pamphlet nor the video intervention were able to elicit a sense of presence nor were they able to improve the impact of the VIS on the outcome measures.ConclusionsImmersive VR has much potential to increase understanding of key immunization concepts, such as community immunity, through creative executions that increase a sense of presence. Given the need to increase influenza vaccination uptake among 18-to-49-year-olds, and the projected growth in VR accessibility and use, additional applications and assessments related to vaccination communication and education are needed and warranted. By increasing the ability to convey key vaccine and immunization concepts, immersive VR could help address vaccination hesitancy and acceptance challenges. |
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| Keywords: | Influenza vaccine acceptance Virtual reality Vaccination communication and education Vaccine hesitancy |
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