On the heels of a nationwide measles outbreak comes a report that campaigns aimed at scaring people about the consequences of non-vaccination might not be as effective as many think. An upcoming article in the journal Communication Research challenges the popular assumption that emotional appeals have a wide, sweeping effect on people's health beliefs.
"Many health practitioners believe the best way to communicate the value of vaccination is to highlight the consequences of non-vaccination by using emotional pictures," says author Graham Dixon, associate professor with the Edward R. Murrow College of Communication at Washington State University. "My study shows that approach can backfire, particularly with individuals who have anti-vaccine views."
In his study, people read messages about vaccination that included an image of a child in a hospital bed. When the child was described as having a vaccine-preventable disease due to non-vaccination, people with anti-vaccine views were not emotionally affected by the picture and experienced lower risk perception regarding non-vaccination.
Dixon said people's existing attitudes and beliefs often bias how they process new information. As a result, a seemingly persuasive message might be effective for one group of people, but backfire for another group.
"The fear is that emotional campaigns might lead people with anti-vaccine views to become even less concerned about the risk of vaccine-preventable disease," he says. "Instead of using scare tactics, health practitioners should target the factors behind anti-vaccine beliefs by improving doctor-patient relationships and increasing trust in modern medicine."
Dixon's research was funded by the National Science Foundation's program in Decision, Risk and Management Sciences.
Source: Washington State University
The Evolution of Health Care Environmental Hygiene: A Long Overdue Shift in Infection Control
September 5th 2024This new column, Clean Hospital with Alexandra Peters, PhD, explores advancements in health care environmental hygiene, highlighting its growing recognition as a key component of infection prevention and honoring pioneers like Professor Stephanie Dancer.
New UV-C Disinfection Technology for Ultrasound Probes Earns FDA Clearance
September 4th 2024Chronos, a chemical-free UV-C disinfection device for ultrasound probes, received FDA clearance. It offers health care professionals a fast, automated solution to reduce cross-contamination and improve infection prevention.
Addressing Sterile Processing Instrument Errors With Advanced Technology and Data Insights
September 3rd 2024Surgical instrument errors, often linked to visualization failures during sterile processing, pose significant risks to patient safety and OR efficiency. Advanced technologies, including AI, are essential for reducing these errors and improving overall outcomes in sterile processing departments.