Temporal Distance, Message Framing, and Consideration of Future Consequences: Parents' Willingness to Vaccinate Children Aged 5-11 Against COVID-19

Based on the construal level theory (CLT), this experiment employed a 2 (message framing: gain vs. loss) x 2 (temporal framing: proximal vs. distal) x 2 (consideration of future consequences: low vs. high) between-subjects factorial design. Parents (N = 409) of 5- to 11-year-old children in the United States from a pool of candidates pre-screened by Qualtrics participated in this study. Results indicated that parents with high CFC-Future were more receptive to messages advocating getting their children vaccinated against COVID-19. Parents with high CFC-Future reported higher risk perception in response to the proximal messages compared to the distal messages. For parents focusing on more distant outcomes, proximal messages generated more positive attitude and greater intention compared to distal messages in the loss-framed condition. The difference was not significant in the gain-framed condition. Theoretical and practical implications were discussed. Limitations and directions for future research were outlined.