Question

If we are lucky, there may be a vaccine available for COVID-19 in the next year or so. However, vaccine hesitancy among parents (for their children) as well as among adults (for themselves) exists in the United States which may limit the country's ability to control the COVID-19 pandemic in the United States. As a health psychologist, you have been given the job of using a theory of health behavior change to design a multi-level public intervention to increase the rate of COVID-19 vaccine uptake once it has been found to be effective. Using one or more theories of health behavior change (see Health Behavior Theories in Gurung, Chapter 7 and slides from 6/15 and 6/22), please briefly describe 3 behavior change strategies that encompass multiple levels including strategies that, 1) medical and other social service providers can use with individual patients/families to get them to get the vaccine and/or vaccinate their children; 2) social strategies, including strategies for changing social norms about the benefits of getting the vaccine, and 3) structural strategies including ease of obtaining the vaccine such as the availability, price, amount of time required, etc.

Please be specific regarding which theory (or theories) you are using and the corresponding strategy. For example, using the Theory of Planned Behavior, you might focus on changing parental attitudes about getting the vaccine by creating an instagram posts/videos for parents that focus on the way they value their children's education. The video would demonstrate that by getting the vaccine, it will enable their child - and their child's friends - to be able to attend school in-person.

Describe 3 health behavior strategies and the corresponding theory of health behavior change for increasing the uptake of the potential COVID-19 vaccine.

Answer 1

The Social Cognitive Theory of behaviour change can be extremely useful in inculcating the desired behaviour in the masses. A positive attitude towards the vaccine needs to be developed. This can be done by applying social cognitive theory meaningfully. The theory propagates that behaviour change is possible via observation of someone else's behaviour and the observation of the consequences of the behaviour. The information thus gathered aids in shaping one's own behaviour. A significant aspect of the social cognitive theory is Observational Learning or Modelling. A role model like a celebrity often helps to change people's attitude towards a product or scheme or intervention, or treatment. Inspirational social figures are often listened to and followed. Such figures can appeal to the people to take the vaccine and/or vaccinate their children. Such figures will make an appeal on behalf of the medical and other social service providers who would approach them for making the appeal. For changing social norms, the most effective strategy is implementing behavioural changes as deemed necessary by the individual. Desirable behavioural changes can lead to changes in social norms. This can be promoted by aspects of social cognitive theory, that is, self-efficacy (confidence to bring about changes) and reinforcements (positive or negative consequences of the behavioural changes). Structural strategies including ease of obtaining the vaccine such as the availability, price, amount of time required, etc would require an Appreciative Inquiry in terms of discovering (gathering information about what’s working), dreaming (visualizing what’s possible), designing (the implementation process) and delivering (doing).