The Role of Vaccine Education Advertising in Countering Misinformation: Insights from the Integrative Model of Behavioral Prediction

This study examines how exposure to nationwide vaccine education advertising campaigns is associated with individuals’ intentions to challenge vaccine misinformation. Guided by the integrative model of behavioral prediction (IMBP), we investigate whether such campaigns are linked to attitudes, perceived norms, and self-efficacy related to countering misinformation. We first contextualize the study through an analysis of vaccine-related media coverage, advertising expenditures, and Google search trends, demonstrating the extensive presence of vaccine education advertising during the coronavirus disease 2019 (COVID-19) pandemic. We then report findings from a survey of 1,064 U.S. adults examining associations between advertising exposure and intentions to challenge misinformation across varying levels of vaccine conspiracy beliefs. Results indicate that greater exposure to vaccine education advertising is associated with stronger intentions to challenge misinformation, with these associations operating through attitudes, perceived norms, and self-efficacy. Notably, these relationships vary by vaccine conspiracy beliefs, with more skeptical individuals showing greater responsiveness as advertising exposure increases. Overall, the study highlights the theoretical and practical importance of vaccine education advertising in addressing misinformation during public health crises.