The Psychology of Influence.

A new TIME--Harris Poll survey similarly suggests individual authority figures aren't very effective at convincing vaccine skeptics. In the U.S. and elsewhere, the antivaccine movement has long been a threat to public health, and many pro-vaccine messages have been designed to shame adherents. Last month, Travaglino and Chanki Moon, an assistant professor of psychology at Leeds Beckett University, published a paper in Frontiers in Psychology that threw the ineffectiveness of shaming into relief. [Extracted from the article]