Background
Influenza vaccination decisions may be influenced by perceived risk reduction related to herd immunity.
Purpose
This paper examines how free riding or protective benefits to the community affect vaccination decisions.
Methods
A survey of a nationally representative panel of U.S. adults (N=442 respondents; data collected and analyzed during 2012) asked about how respondents made vaccination decisions, including whether and how vaccination among the members of respondents’ social networks influenced their own vaccination decisions.
Results
Most individuals (61%) reported that vaccination in the social network would not influence their decision. Among those perceiving being influenced by vaccination in their social network, most stated that an increase in network vaccination coverage would make them more likely to get vaccinated, rather than less. Overall, only 6% (28 out of 442) gave a response consistent with the reduced-risk logic of herd immunity, which was more common among those stating that they would be less likely to get vaccinated (emphasizing free riding) than among those more likely to get vaccinated (emphasizing social protection; 33% vs. 11%, two-sided p = .0005). The reduced-risk logic of herd immunity, and more specifically free riding, is consciously considered by relatively few individuals. Far more common are social influences bolstering personal vaccination, such as peer pressure and social learning (6% vs. 11%, two-sided p = .015).
Conclusions
Interventionists may be better off capitalizing on existing social-influence considerations than combating the conscious lure of free riding.