Con Stavros (0411 231 371 or con.stavros@rmit.edu.au)
Topics: COVID-19 vaccines and incentives, vaccination distribution
"We need to hold off on giving Australians incentives to get COVID-19 vaccinations for as long as possible to see if we can reach the required targets without throwing money, food and other freebies at them like the lottery draws, donuts and McDonald’s we’ve seen in other countries.
"Incentive schemes have little traction unless there is a clear balance between supply and demand and that doesn’t appear to be the case yet with COVID-19 vaccines.
"They also work best when enthusiasm’s plateaued, which also doesn't appear to be happening.
"The focus at the moment should be on distribution and setting up as many vaccination sites as possible.
“We need to make it as simple and easy as possible for everyone to get vaccinated, from drive-through sites, major shopping centres and workplaces.
“Incentives can be positive if used tactically, but they can also portray an imperative that might be counterproductive for some people or set up expectations they’ll continue for other vaccines or future boosters.
"We can revisit incentives at the end if we haven’t reached our targets by Christmas. And only then if they are applied at the same time for everyone, to avoid people hanging out for the best deal.”
Associate Professor Con Stavros is a leading expert in marketing and is a regular media commentator.
Janneke Blijlevens (0435 795 947 or janneke.blijlevens@rmit.edu.au)
Topics: Behavioural design, consumer behaviour and design
“COVID vaccines are going to be here for years to come so we’re looking at long lasting behaviour change, not just a one off.
“Cash incentives are extrinsic motivators and might nudge people to do something but it’s not going to make any difference in the long term.
“It’s important to look at people still sitting on the fence and empathise and really understand why they aren’t getting vaccinated.
“We need to look at what people want, what they feel their lives are currently missing and how we can build that knowledge into a solution or incentive.
“We’ve all got basic human needs. If we can tap into these, we’ll see people not just getting vaccinated once, but every year because it helps them to achieve those basic needs. Vaccinations become a mere means to an end, with the end being an inherent need being fulfilled.
“So if it’s social connection people want, we need a solution whether it’s a marketing campaign, product, app or service that allows you to get that connection through getting vaccinated.
“The New Zealand campaign is a great example as it sends the clear incentive and message that you’ll be able to connect with your loved ones again once you’re vaccinated.
“Another example would be creating social opportunities at specific community group vaccine sites. So people can have a cup of tea and a chat with others they usually enjoy socialising with once they’ve had their vaccination and are waiting for the all clear from doctors and nurses.
Dr Janneke Blijlevens is a Senior Lecturer Marketing (Experimental Methods & Design Thinking) and researcher in RMIT’s Behavioural Business Lab
Meg Elkins (0410 323 057 or meg.elkins@rmit.edu.au)
Topics: Behavioural economics, cultural economics, public policy evaluation
"Most of those who are hesitant are waiting for more information or a better option.
“But really the decision to take the vaccine in the current climate is not completely rational - contagions and scare campaigns create uncertainty.
"A $300 cash incentive will change the nature of the transaction from a good deed to a market transaction. So instead of taking a vaccine to help and protect fellow citizens it now becomes about a monetary exchange.
"There is also an irony linking unhealthy incentives such as donuts, beer, and fast food to vaccination choices. This is seemingly inconsistent and undermines the credibility that vaccines are a healthy option.
"The missing element here is the need to create frictionless appointments through a default option.
“Behavioural economists know the most powerful policy option is to offer appointments that citizens opt out of rather than opting into.”
Dr Meg Elkins is a Senior Lecturer in the School of Economics, Finance and Marketing at RMIT University and the Behavioural Business Lab. Her research interests include cultural and development economics, wellbeing and public policy evaluation.
Amanda Spry (0490 178 996 or amanda.spry@rmit.edu.au)
Topics: Brand activism and transformative branding, role of industries to become involved in political activism.
“If we do use vaccination incentives , we need to look at the role of brands and businesses in achieving the target of 80% of Australians being vaccinated by the end of the year.
“We know brands can have a strong influence in driving political activism and social change.
“Airlines and other businesses in the travel industry are already stepping up with vaccine incentives.
“This is no surprise given they have been hit hardest by the pandemic and, therefore, have the most to gain from Australia hitting its vaccination target.
“Luxury Escapes is rewarding vaccinated Aussies with travel vouchers, while Virgin Australia is leveraging a clever brand name tie-in with its ‘VA-X and Win’ promotion. Qantas is urging other brands to incentivise the jab. This is a win-win for brands as they contribute to vaccine targets and boost their public image.
“Where people perceive government has failed to solve a problem, like the vaccine rollout, they look to other institutions like brands to deliver effective and innovative solutions.
“Achieving this vaccination target may be no different. What's key is that brands do this authentically and get the community and other stakeholders involved to really help drive the change.”
Dr Amanda Spry is a Lecturer in Marketing at RMIT. Her research interests include the responsibility of brands in driving political activism and societal transformation.
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