Purpose

This study aims to use the anger activism model as an audience segmentation tool in the context of the anti-vaccination movement.

Design/methodology/approach

A cross-sectional survey was conducted with a national purposive sample (N = 438).

Findings

The group with high anger, strong efficacy (i.e. “activists”) was found to be more likely to engage in information seeking and was more accurate and defense-motivated when examining information about anti-vaxxers compared to other groups. Importantly, activists were more likely to engage in both low and high commitment behaviors to change vaccine policy.

Originality/value

As anti-vaxxers have proven to be difficult to change attitudinally, future campaigns are more likely to succeed if they leverage pro-vaccine audiences to fight for change. However, the understanding of the various segments within the pro-vaccination audience is limited. The data are discussed regarding leveraging high anger, strong efficacy audiences as change agents in future persuasive campaigns.

中文翻译：

---

疫苗信息受众细分的新方法：应用愤怒激进主义模型

目的

本研究旨在使用愤怒激进主义模型作为反疫苗运动背景下的受众细分工具。

设计/方法/方法

使用全国性目的样本 ( N = 438)进行了横断面调查。

发现

与其他群体相比，愤怒程度高、效力强的群体（即“激进主义者”）更有可能参与信息搜索，并且在检查有关反疫苗者的信息时更准确、更有防御动机。重要的是，积极分子更有可能通过低承诺和高承诺行为来改变疫苗政策。

原创性/价值

由于事实证明反疫苗者的态度很难改变，如果他们利用支持疫苗的受众来争取改变，未来的运动更有可能取得成功。然而，支持疫苗接种的受众对各个部分的理解是有限的。讨论了关于在未来的说服活动中利用高愤怒、强大功效的受众作为变革推动者的数据。