Abstract
Each year, there is an increase in vaccine hesitance and refusal
throughout the world, indicating a need for effective
interventions. Existing messaging interventions demonstrate modest
short-term success, but some may backfire and worsen hesitance.
Values-based messages appeal to core morality, which influences the
attitudes individuals then have on topics like vaccination. To
better tailor interventions, we must understand how underlying
moral values, not just attitudes, differ by hesitance type. Here we
show that values of harm and fairness are not significantly
associated with vaccine hesitance, but values of purity and liberty
are. We found that medium-hesitance parents were twice as likely as
low-hesitance parents to highly emphasize purity (aOR: 2.08, 95%
CI: 1.27-3.40). High-hesitance respondents were twice as likely to
strongly emphasize purity (aOR: 2.15, 95% CI: 1.39-3.31) and
liberty (aOR: 2.19, 95% CI: 1.50-3.21). Our results demonstrate
that the importance of harm and fairness, two values often
emphasized in traditional vaccine-focused messages, are not
predictive factors for vaccine hesitance. This, in conjunction with
significant associations of purity and liberty, indicates a need
for inclusion of broader themes in vaccine discussions. These
findings have the potential for application to other health
decisions and communications as well.
Table of Contents
BACKGROUND AND LITERATURE REVIEW 1
INTRODUCTION 1
BACKGROUND 1
VACCINE HESITANCE 2
EXISTING INTERVENTIONS 6
Opt-in and Opt-out Messages and Reminders 6
Gain-Framed and Loss-Framed Messages 9
Culturally Targeted Messaging 11
General Limitations 13
INFORMATION PROCESSING 14
MORAL FOUNDATIONS THEORY 15
STUDY PREMISE 17
MANUSCRIPT 19
ABSTRACT 19
INTRODUCTION 20
METHODS 21
Study Population Recruitment 21
Survey Instrument 22
Scoring and Cleaning Data 23
Statistical Analysis 24
RESULTS 25
DISCUSSION 26
Limitations 27
Strengths 28
Conclusions 29
PUBLIC HEALTH IMPLICATIONS AND POSSIBLE FUTURE DIRECTIONS
30
PUBLIC HEALTH IMPLICATIONS 30
FUTURE DIRECTIONS 30
REFERENCES 31
FIGURES 41
TABLES 44
About this Master's Thesis
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