Vaccine education spectrum disorder: the importance of incorporating psychological and cognitive models into vaccine education

Providers may find scientific reviews or fact sheets more useful. [...]it is critical to understand that such a spectrum of opportunity exists; otherwise, it is unlikely that appropriate educational content and modalities will be developed for each specific group. Prone to believe conspiracy theories "I don't care what the data show, I don't believe the vaccine is safe" Provide consistent messaging repeatedly over time from trustworthy sources, provide educational materials, solicit questions, avoid "hard sell" approach, use motivational interviewing approaches Innumerate Cannot understand or has difficulty manipulating numbers, probabilities, or risks "One in a million risk sounds high, for sure I'll be the 1 in a million that has a side effect, I'll avoid the vaccine" Provide nonmathematical information, analogies, or comparators using a more holistic "right brain" or emotive approach Fear-based Decision making based on fears "I heard vaccines are harmful and I'm not going to get them" Understand source of fear, provide consistent positive approach, show risks in comparison to other daily risks, demonstrate risks of not receiving vaccines, use social norming approaches Heuristic Often appeals to availability heuristic (what I can recall equates with how commonly it occurs) "I remember GBS happened in 1977 after flu vaccines, that must be common, and therefore I'm not getting a flu vaccine" Point out inconsistencies and fallacy of heuristic thinking, provide educational materials, appeal to other heuristics Bandwagoning Primarily influenced by what others are doing or saying "If others are refusing the vaccine there must be something to it, I'm going to skip getting the vaccine" Understand primary influencers, point out logical inconsistencies, use social norming and self-efficacy approaches Analytical Left brain thinking, facts are paramount "I want to see the data so I can make a decision" Provide data requested, review analytically with patient