Cultural tailoring
In the present study, 2 types of cultural tailoring have been discussed. First, cultural tailoring of the communicator means matching the background of the physician with the background of the participant. Cultural non-tailoring of the communicators means unmatching backgrounds of the physician and the participant. In this study we measured the effect on improvement of vaccine willingness comparing culturally tailored communicators with culturally non-tailored communicators, i.e. the Dutch communicator with a non-migrant participant and the Indian communicator with a migrant participant compared with Dutch communicator with migrant participant and Indian communicator with a non-migrant participant.Secondly, a culturally tailored media outlet is defined as a media outlet with a specific audience, including specific views, values and norms. On the other hand, the non-tailored media outlets are without a specific audience i.e. a generic media outlet. In this study, the tailored media outlet was represented by the Indian radio station (Ujala) and the non-tailored media outlets comprised the Dutch newspaper and FB.