ABSTRACT
We report on 30 in-depth mental models interviews with parents discussing vaccination for their children, both in general terms and in response to communications drawn from sources supporting and opposing vaccines. We found that even parents favorable to vaccination can be confused by the ongoing debate, leading them to question their choices. Many parents lack basic knowledge of how vaccines work, and do not find the standard information provided to them to be particularly helpful in explaining it. Those with the greatest need to know about vaccination seem most vulnerable to confusing information. Opportunities for education may be missed if pediatricians do not appreciate parents’ specific information needs.
