Intentions to seek information about the influenza vaccine: the role of informational subjective norms, anticipated and experienced affect, and information insufficiency among vaccinated and unvaccinated people

When deciding whether to vaccinate, people often seek information through consequential processes that are not currently well understood. A survey of a nationally representative sample of U.S. adults (N = 2,091) explored the factors associated with intentions to seek influenza vaccine information in the 2018–2019 influenza season. This survey shed light on what motivates intentions to seek information about the influenza vaccine through the lens of the risk information seeking and processing (RISP) model. The model explained information‐seeking intentions well among both unvaccinated and vaccinated respondents. Key findings show that informational subjective norms, information insufficiency, and different types of affect are strong predictors of information‐seeking intentions. Theoretical insights on extending the RISP model and practical guidance on designing interventions are provided.