Understanding the factors that increase intention to receive COVID-19 vaccines is essential to maximise the vaccination campaign effectiveness. The present experimental study evaluated the effect of exposure to messages targeting cognitive attitude plus anticipated positive (pride) or negative (regret) affective reactions on intention to get vaccinated. Participants included 484 Italian adults randomly allocated to one of four conditions: 1) cognitive attitude message; 2) cognitive attitude plus positive affect message; 3) cognitive attitude plus negative affect message; 4) control condition (no message). Results showed that participants in the second condition reported greater intention to get vaccinated against COVID-19 compared with those in the control condition. Parallel mediation analysis indicated that the effect of the second condition on intention was fully mediated by cognitive attitude and anticipated positive affect. These findings suggest that future campaigns aimed at promoting COVID-19 vaccination intention could usefully target both cognitive attitude and anticipated positive affect.

了解增加接种 COVID-19 疫苗意愿的因素对于最大限度地提高疫苗接种活动的有效性至关重要。本实验研究评估了接触针对认知态度的信息以及预期的积极（骄傲）或消极（后悔）情感反应对接种疫苗意愿的影响。参与者包括 484 名意大利成年人，随机分配到以下四种情况之一：1）认知态度信息；2）认知态度加积极影响信息；3）认知态度加负面影响信息；4）控制条件（无消息）。结果显示，与对照组相比，第二种情况下的参与者报告了更强烈的接种 COVID-19 疫苗的意愿。平行中介分析表明，第二个条件对意向的影响完全由认知态度和预期的积极影响所中介。这些发现表明，未来旨在促进 COVID-19 疫苗接种意向的运动可以有效地针对认知态度和预期的积极影响。