Remarkable People: The Psychology of Vaccination

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In one of the most “remarkable” podcasts by Guy Kawasaki, he interviews 9 thought leaders and scientists about the corona virus vaccination. Specifically, Guy asked each expert to address the resistance of those who were hesitant to be vaccinated. We learn how to empathize, understand, influence those who may have concerns about COVID-19 vaccinations. We highly recommend you listen to the podcast at least once.

Here are a few nuggets from the podcast:

Dr. Bob Cialdini / Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University
- Discuss trends: do not start a conversation with the end point. For example, rather than say 72% of the population is in favor of vaccinations, discuss the trend: 6 months ago it was 45%, 3 months ago it was 55%, and now the number is 72%. Three data points indicate a trend.
Dr. Gretchen Chapman / Professor of Social & Decision Sciences at Carnegie Mellon University
- Anti-vaxxers vs vaccine hesitant: Anti-vaxxers represent about 1% of the US population. A more approachable group are those who have vaccine hesitancy. This is the group who is more willing to have a productive conversation.
- Facts are not enough: anecdotes and personal stories about you, people you both know, who have moved from hesitancy to belief, are more likely to have a positive influence rather than data alone.
Dr. Phil Zimbardo / Professor Emeritus of Psychology at Stanford University
- Use the “V” sign: the “V” sign or “peace” sign could also symbolize “vaccinated”. Popular symbols grow confidence of the herd. If you get vaccinate share on social media a photo of yourself getting vaccinated, and the “V” sign.
David Aaker / Professor Emeritus at the Haas School of Business, UC Berkeley
- The last metaphor wins: don’t counter with facts, you will only find yourself in a rat hole of argument. Counter with a different story, and another, and another, and another. The last metaphor / story will have the most influence.
- Reframe the discussion: don’t argue about the safety of the vaccine or the loss of personal freedom. You won’t win. Use vivid personal stories about people or family have been effected or died from COVID-19.
  “If you are in an argument with someone who is committed to a different position, no matter of facts or logic or science will change their mind.”
Dr. Jonah Berger is an Associate Professor of Marketing at Wharton
- Ask, don’t Tell: rather than tell someone they “should”, ask them guided questions about their position. Express your opinion not facts; facts tend to put people in a defensive position. Ask more, listen more, talk and tell less.
Dr. Sinan Aral / David Austin Professor of Management, MIT
- The right messages have the right outcome: we need the same concerted effort around vaccine information as was applied by social media companies for the US elections. Disinformation undermines confidence. Media tends to focus on negative news because “if it bleeds, it reads”. We need more stories about the positive results. See our Commentary Insurrection and the Responsibilities of Social Media Companies.
  - “We’ve got to reduce and snuff out the misinformation.”