Using Donald Trump's COVID-19 Vaccine Endorsement to Give Public Health a Shot in the Arm : A Large-Scale Ad Experiment

Bradley Larsen, Marc J. Hetherington, Steven H. Greene, Timothy J. Ryan, Rahsaan D. Maxwell, Steven Tadelis

We report a large-scale randomized controlled trial designed to assess whether the partisan cue of a provaccine message from Donald Trump would induce Americans to get COVID-19 vaccines. Our study involved presenting a 27-second advertisement to millions of U.S. YouTube users in October 2021. Results indicate that the campaign increased the number of vaccines in the average treated county by 103. Spread across 1,014 treated counties, the total effect of the campaign was an estimated increase of 104,036 vaccines. The campaign was cost-effective: with an overall budget of about $100,000, the cost to obtain an additional vaccine was about $1 or less

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Year of publication:	April 2022
Authors:	Larsen, Bradley J. ; Hetherington, Marc J. ; Greene, Steven ; Ryan, Timothy J. ; Maxwell, Rahsaan ; Tadelis, Steve
Institutions:	National Bureau of Economic Research (issuing body)
Publisher:	Cambridge, Mass : National Bureau of Economic Research
Subject:	Impfung \| Vaccination \| Coronavirus \| Celebrity-Werbung \| Celebrity endorsement \| Regierungschef \| Head of government \| Werbewirkung \| Advertising effects \| Gesundheitspolitik \| Health policy \| USA \| United States

Extent:	1 Online-Ressource illustrations (black and white)
Series:	NBER working paper series ; no. w29896
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Arbeitspapier ; Working Paper ; Graue Literatur ; Non-commercial literature
Language:	English
Notes:	Hardcopy version available to institutional subscribers
Other identifiers:	10.3386/w29896 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013190990