The Recipe

“Recipe” for Fostering Public Interest and High Vaccine Demand

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Medical experts and public health authorities publicly (e.g., via media) state concern and alarm (and predict dire outcomes)— and urge influenza vaccination.

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Framing of the flu season in terms that motivate behavior (e.g., as “very severe,” “more severe than last or past years,” “deadly”)

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Continued reports (e.g., from health officials and media) that influenza is causing severe illness and/or affecting lots of people— helping foster the perception that many people are susceptible to a bad case of influenza.

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References to, and discussions, of pandemic influenza—…

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Fostering demand, particularly among people who don’t routinely receive an annual influenza vaccination, requires creating concern, anxiety, and worry.