E&M

This research explores how individualistic or collectivistic cultural orientations can inform effective messages encouraging vaccination intention in future pandemic crises. Study 1 tested a moderated mediation model linking individualism/collectivism, vaccination attitude, and vaccination intention, with age and past pandemic experience as moderators. Study 2 assessed two messages designed to evoke individualism or collectivism. Results show collectivistic individuals are more likely to get vaccinated, but only when they already hold a positive attitude toward vaccines. This effect is stronger among older individuals and those with intense past experiences. Moreover, message framing enhances vaccination attitudes and, in turn, intention, provided it matches the recipient's cultural orientation, challenging the concept of salience. The findings offer actionable guidance for culturally tailored public health campaigns.