Motors of vaccination decisions and vaccination advocacy

This project aims to better understand the levels of autonomous drive towards vaccination and vaccination advocacy among health care professionals. We are approaching the problem of vaccine hesitancy from a new angle. Rather than assuming that people getting vaccinated results from a rational decision-making process, we want to understand motivation – why would someone want (or not want) to get vaccinated?

This project has received funding from Sanofi-Pasteur and from Kingston University.

We are currently developing a toolkit to support healthcare employers wishing to reduce vaccine hesitancy and promote vaccination advocacy among their staff. If you would like to learn more, join the vaccination @ work network and a member of DART will be in touch!

In recent years, public opinion shifted from a widespread acceptance of vaccination to an increase in concern for vaccine safety, fuelled by media coverage of alleged vaccination-related risks and the growing influence of anti-vaccine movements.

Such concerns are often based on erroneous or misleading information and vaccination advocates naturally sought to rectify incorrect beliefs by disseminating scientific evidence to the contrary, confident that this would suffice to “immunize” individuals against anti-vaccination arguments.

However, such educative interventions, whether through formal training or informal conversations often seem to further antagonize rather than rally those who already doubt vaccination, leaving advocates feeling at loss for ways to promote the benefits of vaccination.

An alternative perspective consists in considering vaccination as a motivated decision. To further explore this possibility, we have developed two scales: the MoVac© and the MovAd© scales, which aim to measure individual differences in dimensions related to intrinsic motivation to engage in a behaviour.

We have collected data from several populations, including the general public, Sanofi-Pasteur employees, NHS employees at Imperial College Healthcare NHS Trust (in collaboration with Imperial College London), and GPs in Romania (in collaboration with the Romanian Pro Immunization Association (API) and The Romanian National Society of Family Doctors, SNMF)

Research team

Prof Gaëlle Vallée-Tourangeau (PI)
Prof Nick Sevdalis
Prof Suzanne Suggs
Prof Christine Norton
Dr Angus Thomson
Dr Ana Wheelock
Dr Marianne Promberger
Dr Miroslav Sirota
Ms Karis Moon (PhD researcher)

Research outputs

Thomson, A., Vallée-Tourangeau, G., & Suggs, L. S. (2018). Strategies to increase vaccine acceptance and uptake: From behavioral insights to context-specific, culturally-appropriate, evidence-based communications and interventions. Vaccine, 36(44), 6457–6458.
Vallée-Tourangeau, G., Promberger, M., Moon, K., Wheelock, A., Sirota, M., Norton, C., & Sevdalis, N. (2017). Motors of influenza vaccination uptake and vaccination advocacy in healthcare workers: Development and validation of two short scales. Vaccine.

Kassianos, G., Kuchar, E., Nitsch-Osuch, A., Kyncl, J., Galev, A., Humolli, I., … Vallée-Tourangeau, G. (2018). Motors of influenza vaccination uptake and vaccination advocacy in healthcare workers: A comparative study in six European countries. Vaccine.

Thomson, A., Robinson, K., & Vallée-Tourangeau, G. (2015). The 5As: A practical taxonomy for the determinants of vaccine uptake. Vaccine.

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