Think your psychological buttons are not being pushed to get the H1N1 vaccine? Read this and think again…
http://www.ama-assn.org/ama1/pub/upload/mm/36/2004_flu_nowak02.pdf
Slide 2
“Recipe” that Fosters Higher Interest and
and Demand for Influenza Vaccine (1)
1.Influenza’s arrival coincides with immunization “season” (i.e., when people can take action)
2.Dominant strain and/or initial cases of disease are:
-Associated with severe illness and/or outcomes
-Occur among people for whom influenza is not generally perceived to cause serious complications (e.g., children, healthy adults, healthy seniors)
-In cities and communities with significant media outlets (e.g., daily newspapers, major TV stations)
Slide 3
“Recipe” that Fosters Influenza Vaccine Interest and Demand (2)
3.Medical experts and public health authorities publicly (e.g., via media) state concern and alarm (and predict dire outcomes)-and urge influenza vaccination.
4.The combination of ‘2’ and ‘3’ result in:
A.Significant media interest and attention
B.Framing of the flu season in terms that motivate behavior (e.g., as “very severe,” “more severe than last or past years,” “deadly”)
Slide 4
“Recipe” that Fosters Influenza Vaccine Interest and Demand (3)
5.Continued reports (e.g., from health officials and media) that influenza is causing severe illness and/or affecting lots of people-helping foster the perception that many people are susceptible to a bad case of influenza.
6.Visible/tangible examples of the seriousness of the illness (e.g., pictures of children, families of those affected coming forward) and people getting vaccinated (the first to motivate, the latter to reinforce)
7.References to, and discussions, of pandemic influenza-along with continued reference to the importance of vaccination.
Slide 5
Implications of “Recipe”
-A large component of consumer demand for flu vaccination is contingent upon things we can’t control (e.g., timing, severity,extent, duration of the disease and resulting illness).
-Vaccination demand, particularly among people who don’t routinely receive an annual influenza vaccination, is related toheightened concern, anxiety, and worry. For example:
-A perception or sense that many people are falling ill;
-A perception or sense that many people are experiencing bad illness;
-A perception or sense of vulnerability to contracting and experiencing bad illness.