Immunisation debate : the role of information in health consumer decision making

Abstract

This qualitative research project on consumer health information explores the information needs of mothers within the context of the immunisation debate. The study includes interviews with 9 Wellington mothers (4 who chose to vaccinate their children, and 5 who chose not to vaccinate), and 6 Wellington health professionals. Their information needs were examined, and their experiences and decision-making processes compared. The results of this study support Wilson's revised model (Case 2002,118-9) of four different types of search behaviours: passive attention, passive search, active search, and ongoing search. An important aspect of Wilson's model for this case study was the implication that the processes of searching and evaluating information would continue in a feedback loop until the information need is satisfied. Within the context of the immunisation debate, mothers with information needs that are not satisfied will defer their decisionmaking until they gain the information they need, and their questions and concerns are answered.