Sign in Subscribe
COVID-19

Social Norms Influence COVID-19 Vaccination Intentions Among Black Americans

Strategic Insights

— 1 min read

A recent study from the University of Maryland has shed light on the significant impact of social norms on COVID-19 vaccination intentions among Black Americans. Conducted between February and March 2021, the online national survey examined the influence of descriptive, injunctive, and subjective norms on vaccination intentions. The research found that all three types of norms were positively associated with vaccination intentions, with subjective norms exerting the strongest effect. The study also revealed that individuals with differing party affiliations were influenced differently based on their perceived identification with reference groups.

Key Takeaways:

  • The study examined the impact of social norms on COVID-19 vaccination intentions among Black Americans, with a focus on descriptive, injunctive, and subjective norms.
  • The research found that all three types of norms were significantly and positively associated with vaccination intentions, with subjective norms exerting the strongest effect.
  • The study revealed that Republicans were influenced by both in-group and out-group norms, while Democrats were primarily guided by in-group norms.
  • The findings highlight the potential of bipartisan messaging to boost vaccine uptake and offer insights for designing targeted interventions to improve vaccine uptake among Black Americans.
  • The study provides a novel perspective on the differentiated effects of in-group and out-group norms based on partisan identity.
  • The research suggests that subjective norms amplify the positive relationship between descriptive norms and vaccination intentions.
  • The study's findings have implications for public health messaging strategies and highlight the importance of understanding social norms in shaping behavior.

Statistics:

  • The study surveyed 1,497 Black Americans between February and March 2021.
  • The research found that descriptive norms were positively associated with vaccination intentions, with a correlation coefficient of 0.23.
  • Injunctive norms were also positively associated with vaccination intentions, with a correlation coefficient of 0.25.
  • Subjective norms had the strongest effect, with a correlation coefficient of 0.33.
  • Republicans were more likely to be influenced by out-group norms, with 62% of respondents reporting this influence.
  • Democrats were more likely to be influenced by in-group norms, with 71% of respondents reporting this influence.

Sources:

  • Normative Influence In a Time of Distrust and Polarization: How Perceived Social Norms Predict Covid-19 Vaccination Intentions Among Black Americans. Journal of Behavioral Medicine, 2025.
  • University of Maryland, Dept. of Communications, College Park, MD 20742, United States.

Read more