The Role of Humor in Messaging about the MMR Vaccine.

ABSTRACT

Outbreaks of vaccine-preventable diseases have increased due, in part, to misconceptions about vaccine safety (Kennedy et al., 2011). Extant literature has examined various messages designed to correct false beliefs about vaccination risks and to urge parents to vaccinate their children. The present study is designed to contribute to this literature by drawing on the broader research and theory on resistance to persuasion and correcting false beliefs. We examine the effects of a humorous (vs. non-humorous) message about the importance of the measles, mumps, and rubella vaccine on parents' vaccine hesitancy. Results revealed that compared to a more serious message, a satirical message reduced reactance and led to greater perceptions of measles severity, which reduced vaccine hesitancy. Practical and theoretical implications are discussed.