Journal
AMERICAN JOURNAL OF HEALTH BEHAVIOR
Volume 29, Issue 1, Pages 81-92Publisher
PNG PUBLICATIONS
DOI: 10.5993/AJHB.29.1.7
Keywords
childhood immunizations; parents; attitudes and beliefs; audience segmentation
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Objectives: To better understand differences among parents in their attitudes, beliefs, and behaviors regarding childhood immunizations and health-related issues. Methods: Forty-four survey variables assessing attitudes and beliefs about immunizations and health were analyzed. The K-means clusters technique was used to identify homogeneous groups of parents based upon their responses to the questions. Results: Five clusters were identified: Immunization Ad- vocates (33.0%), Go Along to Get Alongs (26.4%), Health Advocates (24.8%), Fencesitters (13.2%), and Worrieds (2.6%). Conclusions: Although only a small percentage of parents are seriously concerned, other parents who are generally supportive of immunizations for their child are also affected by immunization safety issues.
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