The influence of social norms on flu vaccination among African-American and white adults

Although influenza vaccination is a low-cost preventive measure, most American adults, particularly African Americans, do not get vaccinated. This article highlights the findings of racial disparities on social norms in influenza vaccination. The authors identify a greater association between subjective norms and vaccination behavior, which suggests that health promotion efforts, particularly those targeting African-Americans, may benefit from focusing on subjective norms and encouraging friends and family members to talk about the benefits of influenza vaccination.