The scholars want to use psychology to promote vaccines, noting how customers make decisions in a process of thinking, feeling, and taking action.
“Overcoming COVID-19 vaccine hesitancy, procrastination, and rejection” is “the greatest marketing communication challenge of our lifetime,” declared an article on the World Economic Forum’s (WEF) website recently.
The piece was authored by three professionals in marketing: Rohit Deshpandé, the Sebastian S. Kresge Professor of Marketing at Harvard’s Business School; Ofer Mintz from Sydney’s University of Technology; and Imram Currim, Professor of Marketing at the Paul Merage School of Business, University of California, Irvine.
The group had conducted research into how to combat what they described as a “demand problem” for COVID injections, with supply outweighing demand. This led them to suggest “creating and implementing such solutions to inform, persuade, and convince customer segments to act, and we believe this kind of approach could …More