ABSTRACT
Vaccine hesitancy is a significant concern worldwide. While some attribute it to a lack of knowledge, experiments have revealed that merely providing additional scientific information has little effect on vaccination hesitancy. This chapter aims to better understand negative and positive vaccination sentiments and actions by examining scientific findings’ non-random and non-linear influence on people’s vaccination sentiments and actions. The chapter argues for a new understanding of vaccination-related distrust and trust that combines sociology with evolutionary theory. It suggests that vaccination-related distrust and trust are primarily adaptations to social environments rather than irrationality or lack of knowledge. The chapter introduces the concepts of Apollonian trust, focusing on the issue-specific problem-solving potential of vaccination, and Dionysian trust, emphasising group identity and social cohesion. The author argues that organisations promoting vaccination have focused primarily on enhancing Apollonian trust. This may have hindered a reduction in vaccination hesitancy among groups whose hesitancy is rooted in cultural and ideological identity. The chapter provides examples mainly from Denmark and Sweden, illustrating the argument that can be associated with Apollonian and Dionysian trust. It concludes that better integration of the two types of trust in communication is necessary to address the challenges of vaccination hesitancy.
