Policy Insights from the Behavioral and Brain Sciences
October 2015 vol. 2 no. 1 61-73

Using Behavioral Insights to Increase Vaccination Policy Effectiveness
Cornelia Betsch1, Robert Böhm2, Gretchen B. Chapman3
1University of Erfurt, Germany
2RWTH Aachen University, Germany
3Rutgers University, Piscataway, NJ, USA
Cornelia Betsch, Department of Psychology and Center for Empirical Research in Economics and Behavioral Sciences (CEREB), University of Erfurt, Nordhäuser Str. 63, 99089 Erfurt, Germany. Email: cornelia.betsch@uni-erfurt.de
Abstract
Even though there are policies in place, and safe and effective vaccines available, almost every country struggles with vaccine hesitancy, that is, a delay in acceptance or refusal of vaccination. Consequently, it is important to understand the determinants of individual vaccination decisions to establish effective strategies to support the success of country-specific public health policies. Vaccine refusal can result from complacency, inconvenience, a lack of confidence, and a rational calculation of pros and cons. Interventions should, therefore, be carefully targeted to focus on the reason for non-vaccination. We suggest that there are several interventions that may be effective for complacent, convenient, and calculating individuals whereas interventions that might be effective for those who lack confidence are scarce. Thus, efforts should be concentrated on motivating the complacent, removing barriers for those for whom vaccination is inconvenient, and adding incentives and additional utility for the calculating. These strategies might be more promising, economic, and effective than convincing those who lack confidence in vaccination.