Using humor to increase <scp>COVID</scp>‐19 vaccination intention for the unvaccinated: The moderating role of trust in government

Since COVID-19 was declared a global pandemic, scholars and practitioners have put much effort into testing effective advertising strategies for vaccinations. Guided by humor theories, this study aimed to examine (1) the effect of on persuading vaccination (2) moderating role trust in government unvaccinated population. Across two studies (college students general adult populations), lower individuals, through greater public service advertisement (PSA) processing depth believability, there higher intention after (non-humor) advertisement. For evidence that lowered (vs. non-humor) message PSA believability. This expands theory messages while considering an individual psychological factor, government, has emerged as essential determinant messaging. The contributions strategy population, general, are discussed.