What Should I Believe In? This Is about My Child's Health! Exploring Information Behavior and Attitudes towards Vaccination: A Comparative Study of Polish and Ukrainian Parents

ABSTRACT This study delves into the realm of information behavior research, examining the attitudes and information‐seeking patterns of Polish and Ukrainian parents regarding vaccination. Amidst rising vaccine skepticism globally, understanding how individuals acquire and evaluate information about vaccinations is crucial for effective public health communication. Through in‐depth interviews and surveys, the study examines how parents acquire information about vaccinations, evaluate the credibility of this information, and identify cognitive authorities that enhance information credibility. Preliminary findings demonstrate distinct information‐seeking strategies between pro‐vaccination and skeptical parents. Parents in favor of vaccination tend to rely on a single source, typically their doctor, emphasizing the authority associated with their role. In contrast, skeptical parents consult various sources, prioritizing close personal relationships and shared experiences. In contrast, skeptical parents consult various sources, prioritizing close personal relationships and shared experiences. Moreover, opponents of vaccination exhibit a stronger affective dimension when assessing source credibility. The study also highlights the distinctive use of books and articles among vaccine opponents, despite their general mistrust of science. This study contributes to the field of information behavior research, offering insights into parental information‐seeking dynamics, and their implications for public health policy and communication strategies.