The importance of ‘dread risk’ for vaccine communication

Results suggest that vaccine communication efforts should continue to identify individuals' 'dread risk' perceptions about vaccines and emphasize this content in messaging. Future research should aim to understand more about the relationships between negative vaccine attitudes, '<i>dread risk'</i> perceptions, information source beliefs, and trust in information sources to better predict vaccine-related decisions, (in)actions, and to support effective vaccine communication.