Understanding Flu Vaccination Acceptance Among U.S. Adults: The Health Belief Model and Media Sources

Based on previous studies about the Health Belief Model (HBM) and the reinforcing relationship between media selectivity or preference and individual’s behavior, this study used a national representative adult sample to assess flu vaccination as the result of an appraisal of relevant health beliefs, trust towards the authoritative entities (e.g. CDC & FDA) and vaccine-related media information, in addition to one’s existing behavior pattern. Results showed that not-vaccinated individuals differ significantly in their vaccine-related health believes and the trust towards the authoritative information sources. This group acquired less recommendation from health care providers and more negative sentiments about flu vaccine overall. After controlling for the existing behavior, media selectivity and perceived vaccine benefit are predicting individual’s vaccination hesitancy and intention in the coming flu season.