Respondent's vaccine acceptance at the campaign end
1 = Very low acceptance
10 = Very high acceptance

Respondent's exposure to the campaign
1 = No exposure
10 = Maximum exposure

Respondent remembers the campaign?
0 = Does not recognize the campaign
1 = Recognizes the campaign

Type of language used in the campaign
0 = Neutral
1 = Autonomy Supportive
2 = Controlling

0 = Low
1 = High