WED-109 - Factors Influencing Parental Vaccine Choices

Brief Abstract Summary: The impact of the SARS-CoV-2/COVID-19 pandemic has and continues to have a significant impact on the public health and healthcare systems in the United States. This research seeksto identify the factors that influence parental decisions regarding vaccination of their children, including whether to vaccinate or delay vaccinations. Factors examined include parent demographic information, political information, health belief information, and questions about their trust in the media. This is a mixed-method study with data from both a survey and information collected from focus group meetings. The survey included results from over 325 participants, and we plan to conduct focus groups with approximately 50 participants. The goal of this presentation is to give participants a better understanding of factors that influence parental vaccination decision-making. Specifically, to give a better understanding of what media sources the participants trust for their health communication.

Detailed abstract description: With the changes in public health leadership during the last year, it has become imperative that public health practitioners and professors have a solid understanding of the factors that influence the choices that parents of young children make regarding vaccines. This presents the results of a mixed-methods (online survey & virtual focus groups) research project of 325+ parents. Demographically, the respondents were overwhelmingly female (96%) and white (72%), between 30 to 40 years old (70%), had middle income (lower middle – 36%; upper middle 50%), were married (88%), identified as a liberal (45%)or moderate liberal (28%), and had earned an undergraduate degree (34%) or master’s degree (39%). The majority (90%) had not delayed their own vaccines, and 84% had not delayed a recommended vaccine for their children. The belief or perception of the benefit of getting was a strong influence not to delay vaccines (78.5%), and the belief or perception of risks of not getting a vaccine was a strong influence not to delay vaccines (71.2%). The beliefs or perceptions associated with the benefits of NOT getting a vaccine and those beliefs and perceptions associated with the risks of getting a vaccine did not influence the decision regarding for 55.0% and 41.9% respectively. Regarding strongly trusted potential sources of vaccine information, 77.6% strongly trusted their healthcare provider, followed by peer-reviewed journals (68.8%), state or local public health spokespersons (50.6%), and national public health spokespersons (47.3%). The most commonly strongly distrusted sources of information were the prior or current president or presidential spokesperson (51.9%) and social media (51.1%). Concerning trust of traditional television/cable news outlets, Fox News was the most strongly distrusted (78.0%) and NPR was the most strongly trusted (44.8%). The most commonly selected response regarding trust for ABC (37.9%), CBS (38.8%), and MSNBC (44.8%) was “neutral”. Concerning internet news sources: “trust” or “strongly trust” were most commonly selected for NPR (trust = 33.3%, strongly trust = 30.2%) & NY Times (trust = 33.3%, strongly trust = 9.1%); “not applicable” was most commonly selected for Brownstone Institute (64.8%), Substack (40.2%), & MLive (51.1%); “strongly distrust” was most commonly selected for DailyMail (34.7%); and, “neutral” was most commonly selected for Podcasts (36.1%), USA Today (35.6%) & Washington Post (34.4%).