If I give you a doughnut will you get vaccinated?

 

Big news.  Krispy Kreme is offering a free original glazed doughnut to anyone who presents a valid Covid-19 vaccination card.  Yum.  They're my favorites.

That's on top of giving away "more than 30 million doughnuts to healthcare workers, first responders, teachers, coaches, graduating seniors and more" in 2020.

No wonder we're all gaining weight during Covid.

They are also offering employees four hours of paid time off to get vaccinated. (Ellwanger, 2021)

In a recent survey, Pew Research found that 30% of Americans do not intend to get vaccinated.  That translates into 76.5 million adults.  Typically only 43.6 million would shun a vaccine. 

So what's going on here?

When asked why they would not be getting a vaccine, this is what they said:

·         89% are worried about side effects

·         85% said they thought the vaccines were developed and tested too quickly

·         80% said they wanted more information about how well the vaccines work

·         74% said they feel alarmed after seeing too many mistakes made by the medical system in the past

·         68% said they didn't think they needed the vaccine

 

Where does "being afraid of needles" fit in?

According to a research study from University of Michigan, 20% - 30% of adults studied cited concern about needles, ranging from mild anxiety to a phobia strong enough to keep some from seeking medical care.

And for those folks, billboards with oversized photos of needles may be the force that is driving them away. (Appleby, 2021)

What do you think?  Are the reasons people stated in the poll accurate?  Or is it all about fear?  What can we do to encourage these people to get the Covid-19 vaccine? Will doughnuts do the trick?

 

Ellwanger, S. (2021, March 23)  Krispy Kreme Spreads 'Sweet Support' To Vaccine Recipients.  mediapost.com.  Retrieved March 23, 2021, from https://www.mediapost.com/publications/article/361634/krispy-kreme-spreads-sweet-support-to-vaccine-re.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=121816&hashid=ybq2buULrntyGS6NfbELk0afrrI

Villarreal, D. (2021, March 5)  57% of Those Who Won't Get COVID Vaccine Say They Generally Avoid Them: Poll.  newsweek.com.  Retrieved March 23, 2021, from  https://www.newsweek.com/57-those-who-wont-get-covid-vaccine-say-they-generally-avoid-them-poll-1574195

Appleby, J. (2021, March 8)  Fear of needles may keep many people away from Covid vaccines.  nbcnews.com.  Retrieved Match 23, 2021, from  https://www.nbcnews.com/health/health-news/fear-needles-may-keep-many-people-away-covid-vaccines-n1259773

 

What will you buy today? It depends, are you feeling anxious or empowered?

We have discussed the fact that all decision-making is emotional.  Now comes research that indicates which emotions drive us when we buy things.  For Millennials, it is largely anxiety or empowerment that drives their purchasing.

For cars purchases the most common emotions are success, love and hope.  But for car repairs they are fear, stress, and confusion.

Interestingly, travel causes nearly as much anxiety (25%) as empowerment (34%). (Sullivan, 2015)

So what about you?  Think about the last thing you bought.  Did empowerment or anxiety come into play?  Or perhaps joy, sadness, and disgust?  (Yes, I saw Inside Out this week.)

Sullivan, L. (2015, June 24)  Marketers Fail At Using Emotional Drivers To Reach Millennials.  mediapost.com.  Retrieved June 26, from http://www.mediapost.com/publications/article/252652/marketers-fail-at-using-emotional-drivers-to-reach.html?print

You keep telling yourself that you bought that fancy new phone so you can hear better.

But we all know that you bought it to boost your self-esteem.  That's because all purchase decisions are emotional. 

There has been a significant amount of research done over the past few decades about why people buy.  Back in the early 90's, even before the scientific proof began to emerge, advertising agencies recognized the patterns and shifted their focus from product features to consumer insights.  And strategic planners were born.

The latest research strongly confirms that belief.  The Advertising Research Foundation has concluded that "likeability" is the most predictive measure of whether an advertisement will increase sales.  Specifically,  emotional response outweighs content when it comes to purchase intent by a 3-1 margin on television and a 2-1 margin in print.  (Murray, 2013)

Why?  Emotions compel us to do something.  It's the way we are wired.  Enjoy your new iPhone.

Murray, P. (2013, February 26)  How Emotions Influence What We Buy.  psychologytoday.com.  Retrieved December 30, 2014, from  http://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy