Study identifies barriers to COVID-19 vaccine uptake and the powerful influence of family and friends – Brown University

PROVIDENCE, R.I. [Brown University] Public health messages that promote COVID-19 vaccination rates at state, city and community levels may have less influence on vaccination decisions than the signals people receive from their own family and friends.

Thats according to a study published on the cover of the July 19 issue of the Proceedings of the National Academy of Sciences. Therefore, the most promising public health interventions to promote COVID-19 vaccine uptake should seek ways to leverage social norms among close ties, the findings assert.

One of the takeaways is the importance of peoples perceptions of the intentions of the people around them, said Nathaniel Rabb, a project manager at the Policy Lab at Brown University and the lead author of the study. It lends further credence to the idea about changing disclosure norms. Its likely given other survey data weve seen that in groups where vaccination is less common, people read the norms and talk about it less, even if they are vaccinated. Its almost taboo.

The research team posits theres a feedback loop that needs to be disrupted, Rabb said.

It will certainly need a very different public health policy approach than putting up a billboard with how many people in your state got vaccinated, or berating people into doing it or telling them theyre at terrible risk of peril, Rabb said. Its going to require a long-game strategy. In our results, it seems like you have to break these taboos about talking about it and thats not trivial.

The findings were based on surveys of Rhode Island respondents and the general U.S. population in 2020 during the first year of the pandemic, and again in March 2021 once vaccines were becoming available to segments of the general population. The data were collected and analyzed in partnership with the Rhode Island Department of Health.

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Study identifies barriers to COVID-19 vaccine uptake and the powerful influence of family and friends - Brown University