How the Vaccine Changes Behavior
May 20, 2021
Behavior change with the vaccine is based on one’s perception and focus of Safety.
The question of the year ……….
Are You Vaccinated?”
A group of 322 people completed a survey April 10-13
They were asked about:
- Vaccine Plans & Reasons
- Impact on Planned Behaviors
81%
Are or Plan to Become Vaccinated
19%
Undecided or No Plan
Location Matters, Age, not so much
81%
Are or Plan to Become Vaccinated
19%
Undecided or No Plan
Vaccination Impacted People Differently
19% No change in Life
Safety protocols, but feel better
26% High Impact on their life
- Hugging relatives
- Ate inside at a restaurant
- Went to Mall of America
Vaccination Helps Say Goodbye to Social Anxiety!
“Felt more secure and safe because I teach young children.”
“I felt tremendous relief. I can now make necessary forays into public areas without having a high level of anxiety.”
Planned Behaviors
More Social
More Groups
More Adventure
Some New Behaviors are Likely to Continue
What about Mask Wearing?
“You don’t really know if someone is vaccinated or not. I would prefer that everyone still wear their masks inside.”
“I am fully vaccinated and feel the science has shown fully vaccinated individuals are at low risk of contracting and transmitting the virus.”
The Context Changes Our Comfort Level
Motivators are Key to Understanding Behavior
Mask wearing behaviors stem from a functional motivation for safety. We’re unlikely to see a fast change in mask wearing, and it will be context dependent.
Functional health and safety motivators
are central to everyone now as consumers feel their basic human needs are threatened – safety & protection, health, and preparedness.
Sensorial Motivators
A desire to satisfy cravings for specific sensory experiences.
Social Motivators
important due to changes in family relationships, peer-to-peer social relationships, who we trust, and our feelings toward ourselves.
Psychological Motivators
help people achieve balance in their lives. Psychological balance is achieved through mood change.
How is this affecting our buying behaviors for products?
Sensorial and Social motivators will increase as we seek more social and group activities.
How Does This Impact Innovators?
Place your focus on core drivers and areas of greatest change
Feeling Safe is still the primary driver
Social activities will continue to increase
