When making decisions about vaccinating their children, parents may be influenced by their health care providers, family members, friends and the media. In a study in the May 2013 Pediatrics, researchers analyzed the role these social networks
play in parents’ decisions about immunization
Parents listed the people and other sources they obtained information from regarding vaccination, ranked which sources were most influential, and listed what advice each provided. Parents also provided information about their vaccination decisions. Among the 196 parents surveyed, 126 conformed to the recommended vaccine schedule
, and 70 parents did not conform to the recommended schedule (including complete but delayed vaccination, partial on-time vaccination, partial vaccination on a delayed schedule, and complete nonvaccination). Parents who did not conform to the recommended schedule had a higher percentage of people in their social networks who recommended not conforming to the vaccine schedule. On average, 72 percent of nonconformers’ networks recommended nonconformity, compared with only 13 percent of conformers’ network members. Nonconformers were also more likely to seek information from sources like books, research articles, handouts, media reports and the Internet, and the sources they used were more likely to recommend nonconformity.
Study authors conclude that social networks play a key role in parents’ decision-making about vaccines, and that interventions aimed at increasing vaccine acceptance should focus on these broader communities so that parents’ spouses, family members and friends are also included.