Vaccinating to protect mother & child: Is there a made-in-canada strategy? Psychological lens

Transcription

1 Vaccinating to protect mother & child: Is there a made-in-canada strategy? Psychological lens Vicki R LeBlanc, PhD Associate Director & Scientist, Wilson Centre Associate Professor, University of Toronto

2 Disclosure Statement I have no affiliation (financial or otherwise) with a pharmaceutical, medical device or communications organization.

3 Increasing vaccinations Cognitive Increase knowledge in HCP Increase knowledge in women Accessibility Make it affordable and convenient Emotional Overcoming anxiety related reticence Communications around threat and efficacy

4 Increasing vaccinations Cognitive Increase knowledge in HCP Increase knowledge in women Accessibility Make it affordable and convenient Emotional Overcoming anxiety related reticence Communications around threat and efficacy

5 Emotions Important motivator Important in shaping attention, memory and risk perceptions

6 Emotions Are Vivid

7 Emotions interrupt ongoing cognitive processes in order to direct attention, memory & judgment towards addressing the emotion-eliciting stimulus Lerner & Keltner, Cognition & Emotion, 2000 Damasio, Descartes Error, 1994

8 Emotions influence the manner in which individuals see and act on their world

9 emotional events Shape Attention

10 Emotional (negative) information is detected faster than neutral information especially when in a negative emotional state

11 Yiend, Cognition & Emotion, 2010

12 Yiend, Cognition & Emotion, 2010

13 Yiend, Cognition & Emotion, 2010

14 Yiend, Cognition & Emotion, 2010

15 Anxious individuals have more negative interpretations: Anxious individuals BRUISE have > BREWS more negative interpretations caress STROKE = brain hemorrhage > Blanchette & Richards, Cog & Emotion Blanchette Richards, Cog Emotion. 2010

16 Anxious individuals have more negative interpretations: Beat BRUISE > BREWS STRIKE > DRUM caress STROKE = brain hemorrhage > Blanchette & Richards, Richards, Cog Cog & Emotion. Emotion

17 emotional events Shape Memory

18 Emotions are associated with Memory-narrowing Effects Central Information > Peripheral information

19 Emotions can be associated with incorrect reconstruction of events based on expectations

20 September 11 th, 2001 Where were you? What did you witness? How strong are the memories?

21 97% respondents state they remember EXACTLY where they were or what they were doing the MOMENT they heard about the Sept 11 th attacks 73% reported (incorrectly) that they saw, on television, the first plane striking the towers Pedzek, Appl Cogn Psych Talarico & Rubin, Appl Cogn Psych. 2007

22 Emotions influence perceptions of, and willingness to take Risks

23 Risk Judgments Anger perception of risk risk-seeking choices Positive Mood perception of risk risk-seeking choices Fear/Anxiety perception of risk risk-seeking choices Sadness perception of risk risk-seeking choices Lerner & Keltner, Cognition & Emotion; 2000 Lerner & Tiedens, J Beh Dec Making, 2006 Blanchette & Richards, Cognition & Emotion; 2010

24 Patients Interpretation of ambiguous information Assessments of treatment options

25 Emotions: Powerful Motivators Positive: everything is ok, no action needed Negative: everything is not ok, action is needed

26 Both vaccinators and non-vaccinators are driven by emotions Happiness, Hope Worry: mother, child Focus of worry depends on appraisals

27 Appraisals = Emotions = Action Perceived Threat Susceptibility Severity Fear= motivation to action Perceived Efficacy Self System Determines type of action

28 Appraisals = Emotions = Action Perceived Threat Susceptibility Severity Fear= motivation to action Perceived Efficacy Self System Determines type of action

29 Appraisals = Emotions = Action Perceived Threat Susceptibility Severity Fear= motivation to action Perceived Efficacy Self System Determines type of action

30 Influenza Vaccination Perceived Threat Increased risk of flu Increased health risks if flu is caught Vaccines have little risks Perceived Efficacy Vaccines work Trust in medical system Desired Motivation, Desired Actions

31 Influenza Vaccination Perceived Threat Increased risk of flu Increased health risks if flu is caught Vaccines have little risks Perceived Efficacy Vaccines work Trust in medical system Desired Motivation, Desired Actions

32 Influenza Vaccination Perceived Threat Increased risk of flu Increased health risks if flu is caught Vaccines have little risks Perceived Efficacy Vaccines work Trust in medical system Desired Motivation, Desired Actions

33 Influenza Vaccination Perceived Threat Increased risk of flu Increased health risks if flu is caught Vaccines have little risks Perceived Efficacy Vaccines work Trust in medical system Desired Motivation, Desired Actions

34 Influenza Non-vaccination Perceived Threat Perceived Efficacy Low risk of getting flu Flu is not dangerous Vaccines have salient risks Medications treat flu Flu shots don t work Can t treat autism/gb Distrust of medical/pharmaceutical Failure to Motivate, Maladative Actions

35 Influenza Non-vaccination Perceived Threat Perceived Efficacy Low risk of getting flu Flu is not dangerous Vaccines have salient risks Medications treat flu Flu shots don t work Can t treat autism/gb Distrust of medical/pharmaceutical Failure to Motivate, Maladative Actions

36 Influenza Non-vaccination Perceived Threat Perceived Efficacy Low risk of getting flu Flu is not dangerous Vaccines have salient risks Medications treat flu Flu shots don t work Can t treat autism/gb Distrust of medical/pharmaceutical Failure to Motivate = Maladative Actions

37 Influenza Non-vaccination Perceived Threat Perceived Efficacy Low risk of getting flu Flu is not dangerous Vaccines have salient risks Medications treat flu Flu shots don t work Can t treat autism/gb Distrust of medical/pharmaceutical

38 Influenza Non-vaccination Perceived Threat Perceived Efficacy Low risk of getting flu Flu is not dangerous Vaccines have salient risks Medications treat flu Flu shots don t work Can t treat autism/gb Distrust of medical/pharmaceutical

39 Influenza Non Vaccination Perceived Threat Increased risk of flu Increased health risks if flu is caught Perceived Efficacy Vaccines have salient risks work Distrust in medical system Can t treat GB/autism Desired Motivation, BUT Maladaptive Actions

40 Influenza Non Vaccination Perceived Threat Increased risk of flu Increased health risks if flu is caught Perceived Efficacy Vaccines have salient risks; don t work Distrust in medical system Can t treat GB/autism Desired Motivation, BUT Maladaptive Actions

41 Influenza Non Vaccination Perceived Threat Increased risk of flu Increased health risks if flu is caught Perceived Efficacy Vaccines have salient risks; don t work Distrust in medical system Can t treat GB/autism Desired Motivation + Low Efficacy = Maladaptive Actions

42 Changing attitudes & behaviour Emotions are tricky Focus on cognitive and accessibility False dichotomy Emotional approaches: Fear appeals Persuasive tactic to encourage audience to engage in healthy behaviour Variable success

43 Changing attitudes & behaviour Emotions are tricky Focus on cognitive and accessibility False dichotomy Emotional approaches: Fear appeals Persuasive tactic to encourage audience to engage in healthy behaviour Variable success

44 Fear Appeals Multiple emotions evoked Messages interpreted through lenses of emotion and appraisals Threat too strong/too subtle = ineffective Too subtle: no perception of threat Too strong: denial, distrust, maladaptive actions Threat without efficacy, will fail

45 Use emotions for persuasion 1. What emotion is best suited to persuade Fear can backfire (1/3 of fear appeals fail) Sadness (irrevocable loss), guilt (violation of accepted norms of behaviour) 2. How to evoke that emotion 3. Emotion must be related to the judgment to be made

46 4. Emotion has to enhance desired action Sadness as prospect of loosing a loved one (enhance desired behaviour) vs sadness at lack of cure (impede desired behaviour) Gain frames are thought to be effective 5. Audience has to believe in efficacy of the system Include information about effectiveness of the vaccines

47 Increasing vaccinations Cognitive Increase knowledge in HCP Increase knowledge in women Accessibility Make it affordable and convenient Emotional Overcoming anxiety related reticence Communications around threat and efficacy

48 Thank you