Gender differences in responses to an altruistic message regarding rubella vaccination

• Published in: Frontiers in public health Vol. 12; p. 1353091
• Main Authors: Okuno, Hideo, Satoh, Hiroshi, Arai, Satoru, Suzuki, Motoi, Kikkawa, Toshiko
• Format: Journal Article
• Language: English
• Published: Switzerland Frontiers Media S.A 09.08.2024
• Subjects: Adult; Altruism; Female; gender difference; group-interest; Humans; Immunization Programs; Japan; Male; Middle Aged; risk communication; Rubella - prevention & control; rubella vaccination; Rubella Vaccine - administration & dosage; Sex Factors; Surveys and Questionnaires; Vaccination - psychology; Vaccination - statistics & numerical data; vaccine hesitancy; Japan; vaccine hesitancy; group-interest; altruism; rubella vaccination; risk communication; gender difference; self-interest
• ISSN: 2296-2565; 2296-2565
• DOI: 10.3389/fpubh.2024.1353091

The supplementary immunization activity (SIA) for the rubella vaccination of adult men born between 1962 and 1978 began in 2019 in Japan because of a vaccine gap in the cohort, as vaccination was not mandatory for those born in that period. However, SIA coverage remains low, despite an active campaign and financial support. We conducted a randomized controlled study based on a 2 (scenario: self-vaccination, child vaccination) × 2 (message: self-interest, group-interest) factorial design, using a Japanese online panel. Participants with children were assigned to the child vaccination scenario in Intervention 1, whereas others were assigned to the self-vaccination scenario. After Intervention 1, all participants were given the same information about rubella. In Intervention 2, participants assigned to self-interest messages received a message emphasizing the risk of rubella, and those assigned to group-interest messages received a message emphasizing herd immunity. After Intervention 2, we evaluated the effects using a questionnaire. Among the 2,206 participants, information regarding rubella was evaluated as more reliable in the group-than in the self-interest message condition, especially among women. Women evaluated the necessity of rubella vaccination for adult men and women to be higher in the child-vaccination scenario and group-interest messages. However, no differences were found among men. By contrast, men exposed to the self-interest message positively evaluated the reliability of the rubella explanation. The findings indicate that emphasizing self-interest messages is more effective for men in promoting herd immunity against rubella.