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Counter-stereotypical messaging and partisan cues: Moving the needle on vaccines in a polarized United States

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By Ryan TJ, Larsen BJ, Hetherington MJ
| ncbi.nlm.nih.gov
This paper reports results from a large-scale randomized controlled trial assessing whether counter-stereotypical messaging and partisan cues can induce people to get COVID-19 vaccines. The study used a 27-s video compilation of Donald Trump's comments about the vaccine from Fox News interviews and presented the video to millions of U.S. YouTube users through a $100,000 advertising campaign in October 2021.
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