A New Look at Vaccination Behaviors and Intentions: The Case of Influenza

Although viral outbreaks are increasing, vaccination rates are decreasing. Our aim was to explain this baffling behavior that seems to contradict rational self-interest, and, thus, be beyond the purview of rational choice theories. We integrated fuzzy-trace theory and major theoretical alternatives and applied them to influenza, testing theoretical predictions in two samples: young adults (who are major viral vectors), N = 722, and community members, N = 185. Controlling for prior knowledge and other psychosocial factors that influence vaccination, explained variance jumped significantly when key predictors from fuzzy-trace theory were added, reaching 62% and 80% for vaccination intentions and 37% and 59% for behavior for each sample, respectively. Single items assessing global gist perceptions of risks and benefits achieved remarkable levels of diagnosticity. Key predictors were intuitive in that they were gisty, imprecise, and non-analytical. In contrast, rational system 2 measures-numeracy and cognitive reflection-were not predictive. These results provide new insights into why individuals vaccinate or not and new avenues for interventions to improve shared clinical decision-making.