BIRMINGHAM, Ala., Dec. 15, 2020 /PRNewswire/ — Covid vaccines are finally starting to arrive. In order to achieve herd immunity, the United States will need 70% to 80% of the population vaccinated against Covid 19. There are many who view this as a political issue, many who are generally distrustful of vaccines and some who don’t believe that the pandemic itself is even a reality.
«The fundamental issue we face is a marketing problem, one that boils down to perception and behavior,» said Dr. David Bridwell, People Scientist at Intermark Group. «Modern understanding of changes in perception and behavior can actually be informed by what we know about marketing. In other words, we can understand how individuals go about making major life decisions using principles from marketing psychology.»
Dr. Bridwell is a social psychologist at Intermark Group, the largest psychology-driven marketing firm in the United States. His experience translates into a unique understanding of the hurdles faced in achieving widespread vaccination levels.
Numerous studies have shown that rational approaches aren’t effective at changing behavior. Research indicates that making an emotional connection can be over 800% more effective. To make a difference, messaging should impact emotions and reflect an understanding of how to make a measurable difference to people’s lives.
Once the more willing segment of the population gets vaccinated, others may be more apt to get on board through psychological drivers known as social proof and the authority principle. «Social proof» reflects how society is compelled to do things that we see others doing, and the «authority principle» reflects how more weight is put in the opinions and behaviors of those in positions of authority. It gives the public a level of comfort that statics don’t provide.
«In this time of extreme uncertainty, we are all looking for someone with strong believability to make us feel better about the vaccine,» continued Bridwell. «We’re looking for the right balance of safety and community, hoping to make the country safe again.»
About Intermark Group
Intermark Group shapes brand success by applying persuasive psychology to group imagination. We create through the lens of psychological influence. It’s the underpinning behind all our work. Intermark Group is based in Birmingham, Alabama. For more information, visit intermarkgroup.com.
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SOURCE Intermark Group