Fighting Anti-Vaccine Memes with Memes: Individual’s Past Disease Experience Effects

Hye Jin Yoon, Kim, H. (Grady PhD alum), Seo, J. K. (Grady PhD alum), Han, J.-Y., Ko, Y. (Grady PhD alum), & Seo, Y. (Grady PhD alum), “Fighting Anti-Vaccine Memes with Memes: Individual’s Past Disease Experience Effects,” presented at the International Conference on Research in Advertising (ICORIA), Rotterdam, Netherlands, June 26-28, 2025.

Abstract: This study aims to tackle when memes are a viable counterattack tool for anti-vaccine misinformation memes. Drawing on dual-process theories, two experimental study findings highlight the importance of tailoring pro-vaccine messages based on individuals’ past disease experience and the type of anti-vaccine attack being countered. For those with past disease experience, pro-vaccine memes that are argument-focused and directly counter anti-vaccine content (i.e., refutation) tend to be more persuasive. For those without past disease experience, memes that rely on more peripheral elements (i.e., attacking the source) are more effective in increasing vaccination booster intention. This study highlights that memes can be an accessible and relatable format for disseminating health information and counteracting anti-vaccine memes. Theoretical and practical implications are given.