Vaccine Marketing - Innovation and Marketing in the Pharmaceutical Industry - page 376

( Tickner et al. 2010a , b ), even though in interviews most parents said that they
would attend for immunization because it was “the norm” (Tickner et al. 2007 ).
Descriptive norms (perceptions of how many friends already had or were consid-
ering the HPV vaccine) were the strongest predictor of HPV vaccination adoption
stage among college women (Allen et al. 2009 ). In another study, a student became
up to 8.3 % points more likely to get immunized if an additional 10 % of her friends
received fl u shots (Rao et al. 2007 ). The bandwagon effect was also evident in an
experimental study of fl u vaccination intentions (Hershey et al. 1994 ).

Other Factors

Additional factors associated with vaccination include anticipated regret, perceived
and actual behavioral control, and past vaccination behavior.
Anticipated regret is a cognitively based negative emotion that arises when people
imagine negative outcomes resulting from a decision. Two meta-analyses have
shown that anticipated regret augments the predictive power of the theory of planned
behavior (Sandberg and Conner 2008 ; Rivis et al. 2009 ), and several studies have
shown that anticipated regret is a signifi cant predictor of vaccination intention and
behavior (Connolly and Reb 2003 ; Chapman and Coups 2006 ; Weinstein et al.
2007 ; Godin et al. 2010 ; Morison et al. 2010 ; Brewer et al. 2010 ). For example,
HPV vaccination initiation was higher among parents who at baseline anticipated
greater regret if their daughters got HPV-related disease because they were not vac-
cinated (Brewer et al. 2010 ). Anticipated regret was a stronger predictor than cogni-
tively based risk perceptions in two studies (Chapman and Coups 2006 ; Weinstein
et al. 2007 ).
People do not always control the performance of a behavior (Ajzen and Fishbein
2005 ). Behavioral control has been associated with vaccination intentions (Myers
and Goodwin 2011 ; Tickner et al. 2010a , b ; Petrovic et al. 2011 ) and vaccination
behavior (Prislin et al. 1998 ; Payaprom et al. 2011 ).
Past vaccination behavior often predicts future vaccination behavior (e.g., Usher-
Pines et al. 2010; Uddin et al. 2010 ; Flood et al. 2010 ). Vaccination against one infec-
tion is often associated with vaccination against others (e.g., Galarce et al. 2011 ; Vaux
et al. 2011 ; Bish et al. 2011 ; Chor et al. 2011 ). For example, vaccination against HPV
was associated with vaccination against hepatitis B (Jain et al. 2009 ), and receiving
a recent infl uenza vaccination was associated with receiving an adult tetanus, diph-
theria, and acellular pertussis booster (Tdap vaccination, Miller et al. 2011 ).

13.3.3 Vaccine Prescribers

Vaccine-related behaviors of health care professionals include patient vaccination
status review and discussion initiation, vaccination recommendation, and delivery.
Physicians differ in their vaccination behavior, and their behavior differs across