I’ve blogged before about Dartmouth College research finding that correcting people’s incorrect beliefs with facts can backfire. Now the same group has confirmed their previous work, this time testing various pro-vaccination messages.
Mother Jones reports:
The paper tested the effectiveness of four separate pro-vaccine messages, three of which were based very closely on how the Centers for Disease Control and Prevention (CDC) itself talks about vaccines. The results can only be called grim: Not a single one of the messages was successful when it came to increasing parents’ professed intent to vaccinate their children. And in several cases the messages actually backfired, either increasing the ill-founded belief that vaccines cause autism or even, in one case, apparently reducing parents’ intent to vaccinate.
The study, by political scientist Brendan Nyhan of Dartmouth College* and three colleagues, adds to a large body of frustrating research on how hard it is to correct false information and get people to accept indisputable facts. Nyhan and one of his coauthors, Jason Reifler of the University of Exeter in the United Kingdom, are actually the coauthors of a much discussed previous study showing that when politically conservative test subjects read a fake newspaper article containing a quotation of George W. Bush asserting that Iraq had weapons of mass destruction, followed by a factual correction stating that this was not actually true, they believed Bush’s falsehood more strongly afterwards—an outcome that Nyhan and Reifler dubbed a “backfire effect.”