On the benefits of explaining herd immunity in vaccine advocacy

Cornelia Betsch (Corresponding author), Robert Böhm, Lars Korn, Cindy Holtmann

Publications: Contribution to journalArticlePeer Reviewed

Abstract

Most vaccines protect both the vaccinated individual and the community at large by building up herd immunity. Even though reaching disease-specific herd immunity thresholds is crucial for eliminating or eradicating certain diseases1,2, explanation of this concept remains rare in vaccine advocacy3. An awareness of this social benefit makes vaccination not only an individual but also a social decision. Although knowledge of herd immunity can induce prosocial vaccination in order to protect others, it can also invite free-riding, in which individuals profit from the protection provided by a well-vaccinated society without contributing to herd immunity themselves. This cross-cultural experiment assesses whether people will be more or less likely to be vaccinated when they know more about herd immunity. Results show that in cultures that focus on collective benefits, vaccination willingness is generally higher. Communicating the concept of herd immunity improved willingness to vaccinate, especially in cultures lacking this prosocial cultural background. Prosocial nudges can thus help to close these immunity gaps.
Original languageEnglish
Article number0056
Number of pages6
JournalNature Human Behaviour
Volume1
Issue number3
DOIs
Publication statusPublished - 6 Mar 2017
Externally publishedYes

Austrian Fields of Science 2012

  • 501021 Social psychology

Keywords

  • COMMUNICATION
  • CULTURE
  • INDIVIDUALISM
  • RISKS
  • SELF
  • SOCIAL VALUE ORIENTATION

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