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qmr.com.au

Just as our immune systems are strengthened when challenged, often so are our beliefs. Research conducted in the US in 2014 tested the effectiveness of messages designed to reduce vaccine misperceptions and increase vaccination rates for measles-mumps-rubella (MMR). It found that efforts to reduce misconceptions about vaccines had the reverse effect. Instead of encouraging uptake, they reinforced existing beliefs –  further decreasing vaccination intentions among vaccine-hesitant parents.This example illustrates that when approaching a group with strongly held beliefs, it is necessary to take the time upfront to get to know the audience. Only then can an approach be developed that respects the existing belief set and starts a dialogue and journey to change.

mindbranch.com

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