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Description:
High-value preventive care is often underutilized. We study persuasion regarding the medical benefits of influenza vaccination by experimentally varying race concordance between sender and receiver, and, among Black respondents, a discordant sender's acknowledgement of historical injustice and the expertise of a concordant sender. Race concordance improves ratings of the sender and signal among Black respondents but has no effect among White respondents. Acknowledgement of injustice improves signal ratings as much as concordance, though neither alters vaccine behavior except among those previously vaccinated. Non-expert concordant senders increase intended and self-reported vaccine take-up the most, particularly among individuals with no vaccination experience