group pyschology assignment

Hello. I'm Sasha.

And this is our group presentation on the COVID-19 vaccine

and how persuasion of the vaccine affects people's attitudes.

So first up we just have a brief description of

our presentation and the topic.

So we've chosen this topic because currently and mostly in

new Zealand, coronavirus is quite a high topic, especially with

the wide rollout of the vaccine on their new Zealand

around the world and its controversy.

Um, this also relates to its development and promotion as

there are a lot of questions about it in a

lot of debate.

So it makes it a topic that awards a lot

of research at some of it.

So we're going to do this by connecting the topic

of persuasion and psychology and how this is seen throughout

COVID-19 vaccine programs.

Our presentation will just briefly introduce both the coronavirus it's

vaccine and persuasion in psychology.

And then we'll just follow more in depth on how

the persuasion is used in the COVID-19 vaccine.

Rollout and what this means for people and their decisions.

So just introduced COVID-19 and the vaccine to you.

So coronavirus, the outbreak started at the end of 2019

in China.

Two months later by Feb 2020, it had only spread

to 46 countries and had less than 100,000 cases Less

than a year later in Jan 2021, there were over

82 million cases globally and over 1.2 million deaths.

So this makes it one of the fastest epidemics in

the last century.

Um, the need for the vaccine and its development was

because the long and short term health effects of coronavirus

and how harmful there can be as well as its

high contagious rate, which made it a global issue as

it doesn't affect just one country.

It affects the world also how it affects people, individuals

and businesses.

So the need for the vaccine was a solution that

was needed more than ever, especially Once we hit 2021

and it had affected everyone in the world.

So a lot of people don't actually know this, but

multiple forms of vaccines for coronavirus such as SARS and

mayors had already been developed and pre clinically tested before

the epidemic ever happened.

But none of them had been approved or clinically trialed

because there wasn't a need for it.

So once the epidemic of coronavirus started and it became

a global issue, there was a high need for the

vaccine. So its development and the development of the virus

made it really easy, fast and safe to produce a

vaccine that worked in the whole world could use.

Um, this was also helped by multiple different vaccine producing

companies around the world.

So this is just a graph that is showing you

In Jan 2020 all the way to September 2021 now

and showing you how fast coronavirus actually happened and how

Many cases there are to date.

So there's over 200 million now.

And in Jan 2020 we started with zero.

So this is just a little introduction into persuasion and

psychology. So persuasion is a concept within psychology, mostly social

psychology and it's just a process where a person's attitude

or behaviour changed due to the influence of communication by

others. So persuasive communication is seen every day.

It can be in advertisements or through social media like

facebook, instagram or twitter, interpersonal persuasion can be through your

friends, family or colleagues.

And it can also be from institutions such as government

agencies or news hubs.

The Hovland communication model which is quite relevant to this

topic. Is it studies what conditions people are most likely

to change their attitudes and similarly the cognitive dissonance theory,

which is also relevant to COVID-19 vaccine and persuasion is

when someone becomes conflicted and stress because their behaviors and

beliefs don't align because of communication or information from someone

else. So let's say someone thinks positively on vaccines.

And then the communication from that's an influence on facebook

where they're talking negatively about the vaccine makes them conflicted

because their beliefs don't align with the communication there receiver.

So this is just a bit in depth about how

persuasion the COVID-19 vaccine are related.

So the Hovland model of processing theory involves steps of

exposure, attention comprehension yielding an information retention.

So this model focuses on who said what to who?

It is seen that through traditional media channels such as

tv and newspapers are more likely to increase a vaccine

information where people who are receiving it are more likely

to get the vaccine?

Whereas people who are getting the information from social media

and influences are more skeptical to the idea and they're

easily convinced of misinformation.

So these studies alone just show that social media has

a huge role to play in education and especially information

towards the vaccine.

So this is seen in the UK.

It's a really good example where they decided to use

some star power to get their message across of the

vaccine because people who saw other similar people online were

more visibly appealed and it was more effective in persuading

the public.

So just some more in depth about persuasion and the

vaccine. So the role of emotions, especially in public health

advertisements have seem to have a lot of effect on

how people view the vaccine because emotions are more influential

over someone's perception of something than data.

So if a country wants to encourage populations to get

vaccinated, they need to appeal to someone's emotions rather than

using non emotional messages because it directly targets them more.

So as below emotional messages are more effective because once

they're triggered in someone it activates a motivational system where

people either respond positively or negatively.

But either way it reacts inside of them and creates

trigger reaction where someone has an emotional reaction.

So this is just showing you some real life examples,

showing you how the people got their communication, whether the

communication was negative, positive or neutral, and also just how

the level of trust of whoever is seeing that information.

So did they trust the information?

Did they not trust the information?

And as you can see here, there's a whole bunch

of different channels of information.

So you can just have a quick look at that.

There's just a little table for you.

So in conclusion, a suggestion that we have for the

government and health officials is to use evidence and vaccine

research to build trust with the public without using incentives.

So using incentives shows that it does little persuasion and

it actually creates confused messaging and it creates a social

distrust which affects how people go on to talk about

the vaccine with their friends and families who then persuade

other people to not get it most of the vaccine.

Hesitancy is due to fear and risk not inconvenience.

So there is not really any proof that using compensation

like payment or prices is going to be enough to

persuade people into getting the vaccine.

So we think government should focus on identifying why people

are choosing not to get the vaccine and why that

they're telling their friends and family why they're not getting

the vaccine.

So a lot of the time people are choosing not

to listen to evidence based research and they develop cognitive

dissonance when the topic is brought up because what they're

doing is they have feelings about it and then other

people are saying other things and it's conflicting with what

they feel so in order for the government to get

people to use the vaccine, they need to introduce it

better and do better advertisements that actually affect how people

feel like their emotions.

So they need to come from a place of love

or positivity or talk about how it would affect you

know, people, auto immune disease, or elderly or the young

rather than not using sufficient evidence to the public and

trying to bombard them with facts.

These are just some questions we have for you to

take home and think about.

So if you were in a position of power, how

would you persuade the public into getting the vaccine?

Another question.

Do you feel like you have persuaded either positively or

negatively towards the vaccine by individuals or the government?

And also do you think that now you look at

advertisements differently and try to find the real message behind

them rather than just accepting them for the face value

of what they are?

So that is our presentation.

Thank you very much for watching.

And I hope that you take those questions and really

think about it next time for when you go out

and see things and hopefully it makes you feel differently

about the vaccine as well.

Thanks

group pyschology assignment

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