The COVID-19 vaccine has become a strategic vehicle for reducing the spread of the pandemic. However, the uptake of the vaccine by the public is more complicated than simply making it available. Based on social learning theory, this study examines the role of communication sources and institutional trust as barriers and incentives as motivators of people’s attitudes toward vaccination and actual vaccination. Data were collected via an online panel survey among Israelis aged 18–55 and then analyzed using structural equation modeling (SEM). Findings show that social media trust negatively mediates the effect of exposure to information on the vaccine on attitudes toward vaccination. However, mass media trust and institutional trust positively mediate this relationship. Incentives were effective motivators for forming positive attitudes and moderating the effect of institutional trust on attitude toward vaccination. This study facilitates a deeper understanding of health communication theory in pandemics and makes important recommendations for practitioners and policy makers.

The main objective of this study is to use attachment styles theory to explore long-term relationships in a service context using the mobile market as a case study. Attachment theory focuses on the primary link between maternal loss or deprivation and later personality development. This theory was extended to adult life and commercial contexts. Three attachment styles (secure, avoidant, and anxious) were used as the independent variables. Commitment and trust, as constructs of any relationship, were employed as the mediating variables, while intention to stay and cooperation were adopted as the dependent variables, as indicators of long-term commercial relationships. A random sample of 1024 members of an online panel participated in the online survey. Structural equation modeling was performed to measure the validity of the constructs through confirmatory factor analysis, and to assess the hypothesized model as a single theoretical structure using path analysis. Associations were found between most of the study variables. Significant mediation effects were found between attachment styles and long-term relationship indicators, intention to stay, and cooperation, with trust and commitment as the mediators. This study employs a unique theoretical model that has not been previously tested. The model and findings demonstrate that primary psychological structures play a role in creating and maintaining long-term relationships.

Purpose: The main objective of the thesis is to use attachment styles theory to explore longterm relationships in a service context, using the Israeli mobile market as a case study.Theoretical framework: Attachment theory focuses on the primary link between maternal loss or deprivation and later personality development. The theory was extended to adult life and commercial contexts. Three attachment styles (secure, avoidant, and anxious) were used as the independent variables, commitment and trust were the mediating variables, intention to stay and cooperation were the dependent variables.Methodology: A random sample of 1024 participants of an online access panel took the survey online. Structural Equation Modeling (SEM) was conducted to measure the constructs' validity through confirmatory factor analysis (CFA) and to assess the hypothesized model as a single theoretical structure, using path analysis.Findings: Associations were found between most of the study variables. The mediators presented significant mediation effects between attachment styles and the dependent variables.Originality: the current study used a unique theoretical model which was not tested before.The model and findings proved that primary psychological structure plays a role in creating and maintaining long-term relationships.