The Conversation

Research bears out the correlation between moral foundations and attitudes toward vaccines. In a 2017 study, parents with high hesitancy toward childhood vaccines were more likely to emphasize purity and liberty. Similarly, in a 2022 study, COVID-19 vaccine uptake was lower in counties where residents said they prioritize bodily and spiritual purity.

Exploring other people’s motivations with empathy, respect and curiosity, instead of judgment, is at the core of effective communication about vaccines. If you hope for better discussions in your clinic or around the table this holiday season, avoid just talking past each other with facts. Instead, take the time to actively listen and learn about the deeply held values behind a person’s concerns, no matter how much you disagree.