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Sunday, March 18, 2018

Study: How to Understand and Help the Vaccine Doubters by TVR Staff

Study: How to Understand and Help the Vaccine Doubters


[S]teering pro-vaccine messaging away from values like care/harm and fairness and instead
focusing on values of purity and liberty might “provide a potential mechanism for vaccine attitude formation and change.”
A new article in Scientific America titled “How to Understand, and Help, the Vaccine Doubters” frames empathetic understanding of vaccine doubters as a new way to convince said doubters of the folly of their ways. It seeks to explain why parents who question such issues as school vaccine mandates, injection of myriad vaccine chemicals into children, and vaccine pushing by Big Pharma are not swayed by “facts countering these claims.”1
The authors—two epidemiologists and a professor of business ethics—point out that attempts at changing vaccine hesitancy into compliance have previously focused on “educational interventions, appeals to altruism, and statistics,” when the real issue may lay with individual values. They set out to see if people who question the wisdom of vaccines place greater emphasis on different values from those who accept the mainstream doctrine, and they determined that the answer is yes.1
A two-part study was conducted using a “Moral Foundations” questionnaire, a social psychology tool that evaluates how humans subconsciously use their attitudes towards principles like authority, care, fairness, liberty, loyalty, and purity to help them make decisions about what is right or wrong. Because people prioritize different values, the questionnaire highlights which ones are most influential in a person’s decision-making processes. 1
The first study included more than 1,000 parents evaluated for both vaccine attitudes and moral foundations. Results of that study showed that values were similar among all the parents except in the measure of “purity.” Comparing most hesitant to least hesitant parents, they also found a disparity in attitude toward “liberty.” The conclusion was that “hesitant parents are more likely to strongly emphasize values of purity and liberty, and less likely to strongly emphasize values of authority, than non-hesitant parents.”1
Suspecting that people with such leanings might be more susceptible to such “anti-vaccine claims as ‘Vaccines contain poisons/toxins/contaminants’ and ‘Vaccine mandates are excessive government control’,” the second part of the study looked at how the strength of vaccine beliefs—one way or the other—might compare specifically to those core values of purity and liberty. That study confirmed what they had found already, that the higher the score on importance of purity and liberty, the higher the belief in vaccine claims that spoke to those values, “even if the claims themselves are factually inaccurate.” 1
The authors admit that, “accurately identifying a phenomenon doesn’t automatically translate to successful interventions.” Still, their conclusion is that steering pro-vaccine messaging away from values like care/harm and fairness and instead focusing on values of purity and liberty might “provide a potential mechanism for vaccine attitude formation and change.”1


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