NC State Marketing: How To Tackle Vaccine Apathy

Some people don’t care whether they get vaccinated. The bad news is that reaching people with “vaccine apathy” requires different tools than reaching people who are actually reluctant to get vaccinated. The good news is that we know how to reach them.

Developing messages that encourage the apathetic to get vaccinated is the focus of the recent JAMA article “When Vaccine Apathy, Not Hesitancy, Drives Vaccine Disinterest.” To learn more, we spoke with Stacy Wood, who co-authored the paper. Wood is the Langdon Distinguished University Professor of Marketing at NC State’s Poole College of Management.