In a world where misinformation is rampant, understanding how to discern reliable health information has become crucial. Dr. Dawn Holford, a research fellow at the University of Bristol's School of Psychological Science, has delved into the roots that drive misinformed beliefs about vaccination. Her research identifies 11 attitude roots, including fears of adverse medical outcomes, religious concerns, and reactance, a tendency to resist being told what to do. These attitude roots aren't inherently negative but can be influenced by past experiences and biases. Dr. Holford highlights the susceptibility of individuals who have had negative encounters with the health system, which can lead them to believe in false narratives, such as vaccines being used as a foreign sterilization plot.
Misinformation thrives in environments where confirmation bias prevails. People often seek evidence that supports their pre-existing beliefs and anxieties, making it challenging to change their minds. In the digital age, social media plays a significant role in disseminating health information. A 2024 Healthline survey revealed that over half of U.S. respondents obtain health information via social media, while 32% rely on family and friends for advice. This trend underscores the necessity for individuals to verify the credibility of health information sources.
“We could look [to] the global organizations, and [at] nongovernmental ones.”
Dr. Holford emphasizes the importance of looking beyond initial sources for independent verification. She recommends consulting trusted health providers or community health representatives to navigate the vast landscape of health information.
“The World Health Organization [WHO] is […] a good source that covers health very broadly.”
The WHO stands out as a reliable source for comprehensive health information. In the U.K., efforts like Patient Info aim to provide expert advice across various health topics.
“Many other organizations and professionals in public health and clinical fields have tried to fill this gap, so there are alternatives.”
Understanding attitude roots can offer insights into why individuals hold certain beliefs about vaccinations. Dr. Holford's research identifies key factors such as fears of adverse outcomes, religious objections, and reactance. These roots illustrate how underlying motivations can make people more susceptible to misinformation.
“For example, my team and I have looked at 11 different attitude roots that drive misinformed beliefs about vaccination; these include fears about adverse medical outcomes, religious concerns, or even a tendency to push back against being told to do things — a trait known as ‘reactance.’”
Negative experiences with healthcare systems exacerbate susceptibility to misinformation. People who have faced legitimate medical procedures may be more inclined to believe unfounded conspiracy theories about vaccines.
“When (mis)information is given to us that aligns with our attitude root, we’re more likely to take it on board, as it fits with that underlying motivation.”
Dr. Holford argues against placing the responsibility solely on patients and consumers to verify information accuracy.
“I […] strongly believe that the onus [to verify the accuracy of information] cannot only be on patients and consumers.”
Instead, she advocates for improved information quality control on platforms where people seek health information.
“Rather than accepting that it’s just up to us to work out what is true, we can advocate for better information quality control on platforms where people go to find health information.”
Governmental public health organizations offer reliable information due to their accountability to citizens. These entities often strive to present information in accessible language.
“Ironically, governmental public health organizations are often the places where the information is reliable — because they are accountable to citizens in a way that other content generators would not be,”
“Many also make an effort to share information using accessible language.”
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