Saxton, M. KimColby, HelenSaxton, ToddPasumarti, Vikram2025-01-102025-01-102024-02Kim Saxton, M., Colby, H., Saxton, T., & Pasumarti, V. (2024). Why or How? The impact of Construal-Level Theory on vaccine message receptivity. Journal of Business Research, 172, 114436. https://doi.org/10.1016/j.jbusres.2023.114436https://hdl.handle.net/1805/45248We propose that Construal Level Theory (CLT) can be applied to incrementally improve vaccine message receptivity because it impacts a variety of health decisions and complements the constructs of the Health Belief Model. Across three studies, we explore CLT related specifically to the COVID-19 vaccine. First, we analyze Twitter sentiment and find evidence that the vaccine was a high-level construal. Then, we use prospective hindsight to show that higher-level construal dominates the explanations people provide for if they were to get vaccinated in the future. Finally leveraging construal level message congruence, we find a higher-level message is more effective than a lower-level one in increasing willingness to get vaccinated. Taken together, these studies show that a virus vaccine was perceived as a higher-level construal and suggests that future messaging should include both the higher-level ‘Why’ as well as the lower-level ‘How’ to get vaccinated.enPublisher PolicyCOVID-19 vaccinationhealth messagesConstrual Level TheoryArticle