Professor Shu-Chu Sarrina Li of NYCU’s Institute of Communication Studies, together with Associate Professor Shih-Yu Lo, led a research team to investigate how personality influences vaccination decisions. Using the Risk Information Seeking and Processing (RISP) model, the team analyzed how 1,100 individuals in Taiwan sought information and made decisions regarding COVID-19 vaccination during the pandemic. The findings reveal significant behavioral differences based on personality traits when confronting public health risks.

The research team applied the widely accepted OCEAN model—Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism—to examine how different personality types process health risk information and act upon it.


The Big Five Personality Traits (photo credit: Getty Images)

The study shows that individuals high in conscientiousness and extraversion were the most likely to actively gather pandemic-related information and make clear decisions to get vaccinated. Conscientious individuals tend to be organized and diligent, investing effort into understanding vaccine science and taking action accordingly. Extroverts, on the other hand, may be driven by social influence or concern for family members, prompting them to stay informed and take preventive measures.

Influence from Others Matters More Than Fear

Those with agreeable traits, who value interpersonal relationships, were more likely to be influenced by friends and family when considering vaccination. Meanwhile, individuals high in neuroticism tended to seek information out of fear or anxiety but often absorbed the information in a fragmented and emotionally driven manner.

Surprisingly, openness—typically associated with curiosity and a willingness to explore new ideas—did not significantly predict whether individuals would engage with public health information. The researchers suggest that pandemic-related social restrictions may have stifled this group’s usual channels of engagement, dampening their motivation to seek information.

The study also found that simply perceiving COVID-19 as a serious risk or feeling fear was not enough to prompt information-seeking or vaccine uptake. Instead, social context proved to be a key driver. “When you notice that people around you are taking the issue seriously—or even expecting you to respond—you’re more likely to take action,” explained Professor Li, the study’s principal investigator.

“This research highlights that vaccine messaging should go beyond a binary ‘to jab or not to jab’ framework,” she explained. Understanding the varied motivations behind people’s health choices is essential. In an era of information overload and rampant misinformation, knowing why individuals choose to believe, act, or wait is the first step in designing effective public health strategies.

Professor Shu-Chu Sarrina Li (front row, right) and Associate Professor Shih-Yu Lo (front row, left) from NYCU’s Institute of Communication Studies with their research team.