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When promoting COVID-19 vaccination, the media and public figures often mention hope to return to normalcy and sometimes try to elicit guilt by asking people to get vaccinated to protect themselves and others. Situated within the health belief model, the present research aimed to investigate whether hope and anticipated guilt were related to vaccine uptake intent. It postulated that hope and anticipated guilt mediated the relationships between risk perceptions/perceived benefits and vaccine uptake intent. The data were collected via an online survey of 460 Chinese participants in March 2021 and were analyzed using Hayes’ PROCESS MACRO. The results revealed that perceived susceptibility and perceived benefits, but not perceived severity, predicted the Chinese’s vaccine uptake intent. Furthermore, hope positively predicted vaccine uptake intent and partially mediated the relationship between perceived benefits and vaccination intent and between perceived severity and vaccination intent. Anticipated guilt was a significant, but weak predictor of vaccination intent. Both theoretical and practical implications are discussed.

Putting Emotions in the Health Belief Model: The Role of Hope and Anticipated Guilt on the Chinese’s Intentions to Get COVID-19 Vaccination