Understanding Parents' Vaccine Hesitancy: MMR Vaccination Dilemma
Explore why parents hesitate or refuse to vaccinate their children against measles, mumps, and rubella (MMR) despite the success of vaccination programs. Discover the impact of autism concerns on vaccination decisions and the scientific evidence debunking the link between MMR vaccine and autism.
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Presentation Transcript
~ Audience Analysis ~ Communication/ Message Design
~ Exposure to topic ~ Awareness of topic ~ Informed about topic ~ Persuaded about topic ~ Intention to change behavior in desired path ~ Actual change of behavior ~ Maintenance of new behavior
~ Demographics ~ Psychological Profile . Knowledge, Attitude, Behavior, Involvement, Self Efficacy, Adherence to Social Norms, Anxiety, etc., etc.
~ Message Processing . Detailed, systematic, elaborated . Quick, non-systematic, use of short-cuts
~ Message Source Credibility . Academic researcher folks . Medical folks . Government folks . No folks, only agencies/organizations
~ Message Channel: . Internet/Web, Social Media, SMS . Mass Media Television, Radio, Newspaper, Magazines . Combination of Channels ~ Message Exposure Location; Message Exposure Device: . Home, Office, Street, Car, Etc., Etc. . Television, Smartphone, Computer Screen, Etc.
~ Message Content Features . Specific instances vs. statistical generalizations . Narrative/story-telling . Scientific uncertainty
Why do parents hesitate or refuse to vaccinate their children against measles, mumps, rubella --- the MMR vaccine-preventable childhood diseases --- using the MMR vaccine? In high income countries, vaccine-preventable diseases have been greatly reduced through routine vaccination programs. Despite this success, many parents are increasingly questioning, and a small proportion even refuse vaccination for their children. The notion that MMR vaccination may be a cause of autism has received widespread publicity, although subsequent scientific research has failed to support a link and the original study has been discredited.
