The Science of Trust
According to the science of vaccine hesitancy, Offerman may be an ideal spokesperson for the Covid-19 vaccine, since two of the biggest drivers of vaccine hesitancy are trust and safety. Dr. Sweta Chakraborty, an Oxford-trained behavioral scientist, explains why Offerman may be ideally suited for this role. “The most important factor in decision-making is how trustworthy the person communicating the information is to you. It accounts for up to 50% of all decision-making,” she says. “That’s why public figures like celebrities, church leaders, and coaches can play such a meaningful role in communicating vaccine benefits. Hearing from Nick Offerman will go further for a certain group of people with his shared values and shared identity. This leads to a shared sense of interpersonal trust, which is everything when it comes to making decisions about the vaccine,” says Chakraborty.
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