Social and Behavioral Sciences Commons^™

Changing Vaccine Hesitant Attitudes Of Parents Using Moral Persuasion, Max Vitro

Master's Theses

In the fight against Covid-19, overt, science-based messaging is not enough to persuade everyone to get vaccinated no matter how encouraging the data. Recent studies on attitudes toward vaccines and other health-promoting measures have provided clues as to why so many are still opposed, suggesting many who were resistant had reasons that were rooted along moral grounds. This process of moralization occurs when a belief becomes a moral matter of ‘right and wrong’ rather than a means to an end. Because moral beliefs are more entrenched, they’ve proven much more difficult to change. There is one approach that could increase …