What is in a Google search? A qualitative examination of non-vaxxers’ online search practices

Abstract

Recent outbreaks of measles cases in the United States have generated concern regarding the developing trend of vaccine hesitancy. While previous research has examined the pro- and anti-vaccination messages that information seekers may produce when searching online, research has not specifically examined how individuals precisely access, search, and evaluate online vaccination information. This qualitative study used semi-structured interviews with 20 parents who chose not to vaccinate their children to examine how parents search online to make decisions regarding vaccinations. Relying primarily on Google as a search engine, parents searched using negative phrases and questions, often demonstrating a confirmation bias throughout the search process. Three themes emerged within evaluation of sources: confirmation seekers, exhaustive seekers, and casual seekers. Evaluation and validation processes varied for each group. Suggestions for the construction of online vaccination messages are discussed.