The Role of Individual Differences and Norms in Flu Vaccination

Year 2020, Volume: 1 Issue: 1, 100 - 113, 25.06.2020

Sıla Demir , Başar Demir , Türker Özkan

Abstract

Flu vaccination rates remain below the desired, despite the interventions and public service announcements designed to increase them. Furthermore, an anti-vaccination movement has been on the rise recently. The deviance regulation theory (DRT) proposes that people try to achieve and maintain a positive self-image that can be distinguished from others. The way to attain this goal is to focus on how society perceives deviants. The current study examines flu vaccination intentions from a DRT framework, including the need for uniqueness, need to belong, the Big Five, perceived risk of flu, and perceived norms. The results indicated that people are more likely to get vaccinated when getting the flu vaccination is the norm, and when people are not approved otherwise. Moreover, higher agreeableness and a higher perception of susceptibility to flu were significant predictors of vaccination intentions. Overall, interventions on increasing vaccination should emphasize a normative consensus and increase perceived susceptibility.

Keywords

Flu, vaccine, deviance regulation theory, norm, message frame

THE ROLE OF INDIVIDUAL DIFFERENCES AND NORMS IN FLU VACCINATON

Abstract

Grip aşılanma oranları, müdahalelere ve kamu spotlarına rağmen istenen seviyenin altında kalmaktadır. Ayrıca, son zamanlarda aşı karşıtı hareket de artmaktadır. Ayrıklık yönetimi kuramı (AYK), insanların diğerlerinden ayırt edilebilecek olumlu bir benlik imajı elde etmeye ve sürdürmeye çalıştıklarını ileri sürmektedir. Bu, toplumun normdan sapmaları nasıl algıladığına odaklanarak mümkündür. Bu çalışma, grip aşısı olma niyetini AYK çerçevesinden, benzersiz olma ihtiyacı, ait olma ihtiyacı, büyük beşli, algılanan grip riski ve algılanan normları dahil ederek incelenmektedir. Bulgular, grip aşısı yaptırmanın norm olduğu ve grip aşısı yaptırmayan kişilerin onaylanmadığının vurgulandığı durumlarda aşı olma niyetinin daha yüksek olduğunu göstermiştir. Ayrıca, yüksek uyumluluk ve yüksek grip riski algısı, aşılama niyetlerinin önemli yordayıcıları olarak görülmüştür. Çalışmanın bulgularına dayanarak aşılamanın artırılmasına yönelik müdahalelerin normatif bir fikir birliğini vurgulaması ve algılanan duyarlılığı artırmaya odaklanması önerilebilir.

Keywords

Grip, aşı, ayrıklık yönetimi kuramı, norm, mesaj çerçeveleme

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