The 7 Best Tactics to Persuade the Vaccine-Hesitant

Like many, you might still be trying to convince a friend or family member to get vaccinated. In fact, I had this very issue myself. However, after using advice prescribed by this article from The New England Journal of Medicine, I was able to convince an older conservative male (one of the most vaccine-hesitant populations) to get his vaccine.

Researchers Stacy Wood and Kevin Schulman reviewed much of the behavioral research in the field to identify some of the most effective strategies for persuading the vaccine-hesitant. And although each person’s circumstance will dictate which approach will be most effective — and how it's implemented — these different strategies are some of the best science can offer.

1. Use Analogies to Explain the Vaccine

The vaccine can seem confusing or dangerous to people. So, comparing key aspects of the vaccine to examples they can understand (i.e., analogies) can be very effective.

For example, if someone doesn’t understand how the vaccine works, you can describe mRNA as “giving blueprints” to your immune cells so they know how to defeat the virus. Or, if the person is concerned about side effects, you can point out that vaccinated people have a better chance of being struck by lightning than dying from COVID-19.

2. Promote Control Through Compromise

Nobody likes to be forced into making a decision — which is how some people feel about getting this vaccine. However, research shows that if you can reduce the external pressure to do something, people actually become more likely to do it.

To help alleviate these feelings, try to emphasize how the person has control over which vaccine they’d like to get. Or even consider making a deal with the person: If they get vaccinated, you’ll do something they think is good for you that you’ve resisted. Helping to make the person’s decision feel less forced upon them can actually make them more willing to get it!

3. Find a Common Enemy With the Person

Sometimes, there is no truer saying than “the enemy of my enemy is my friend.” And in the case of the COVID-19 vaccine, you can use this to your advantage. For example, considering how much damage this pandemic has done to the economy, you can point out how this person and the vaccine are on the same side — they’re both trying to get the economy back in action. Or, if there’s another country this person feels “in competition” with, you can frame this person’s vaccination as national support in the vaccination race against this other country.

4. Combat Anecdotal Evidence With Your Own

For some individuals, their negativity toward vaccinations is based more on their feelings and emotions rather than any thoughts or reasons. For example, maybe they heard about someone who had a bad reaction to the vaccine. Rather than try to convince this person with statistics, it can actually be more effective to share positive anecdotes of your own. For example, you can share instances of people who had mild to no side effects from the vaccines, or stories about vaccinated people who didn’t catch COVID-19 in groups where it was otherwise spread.

5. Increase Awareness of Others Who Are Vaccinated

A classic finding from persuasion research is the power of the crowd. If most people are doing something, it is very compelling information that this person should do it, too. To that effect, try to point out respected friends or family members who have been vaccinated. Or similarly, if there is a public individual or aspirational role model the person likes, try to find one (or more) who have been vaccinated. Showing this individual that people they respect (e.g., top leaders from their preferred political party) are vaccinated can be very convincing.

6. Remind Them of Possible Regrets

Although a little grim, sometimes you need to remind people of the serious consequences of catching COVID-19. Activating these potential futures (e.g., where they have permanent organ damage because of COVID-19, or they feel guilt from spreading the disease to vulnerable family members) can be a powerful motivator. Of course, you don’t want to guilt-trip the person too much, but reminding them of their possible regret could help them understand the severity and value of getting vaccinated.

7. Point Out Events They Could Miss (Create FOMO)

On a lighter note, rather than focusing on all the negative events that could occur from catching COVID-19, focus on the positive events they would miss out on by not being vaccinated.

For example, you could remind them of the various bars and events that are only open to those who are vaccinated. Or, if it’s someone close to you, you could even create a great experience for them if they do get vaccinated. For example, you could tell them that you’ll take them for a night out, pamper them for a day, or offer any other kind of incentive if they’re willing to get vaccinated.

Coronavirus Disease 2019 Essential Reads

Update on COVID-19 and How It Changes the Brain

How Political Partisanship Can Be Deadly

Now, of course, these aren’t all the strategies one could potentially employ, but they are some of the most proven. In implementing any of them, though, it’s important to remember that each person is different. So the advice above might require tweaking for who it’s being used on.

And of course, there will be some people who deny vaccines altogether (and they require different approaches than even these). However, for people who aren’t staunchly anti-vaccine — just maybe toward this COVID-19 one — hopefully something above will help you reach them.