| Seminar für Medien- und Kommunikationswissenschaft

Explaining, measuring and changing vaccination decisions psychologically

The 9th National Vaccination Conference focused on the role of communication in promoting informed vaccination decisions. Under the conference theme, "Boosting Vaccination Efforts: The Role of Communication", Dr. Sarah Eitze presented current research findings on RSV and HPV vaccination decisions.

On 28 April 2026, Dr. Sarah Eitze, research associate at the Chair of Health Communication, participated in the 9th National Vaccination Conference in Cologne. In her presentation, "Explaining, measuring and changing vaccination decisions psychologically", she discussed findings from studies on RSV vaccination among adults aged 60 and older and HPV vaccination among young adults aged 18 to 26.

The presented studies demonstrate that these target groups differ considerably in their information needs and perceived barriers. The findings highlight the importance of tailoring health communication strategies and information campaigns to the specific characteristics of different audiences.

In addition to her work on vaccination decision-making, Dr. Eitze's research at the Institute for Planetary Health Behaviour (IPB) focuses on pandemic preparedness, women's health—with particular attention to the stigmatisation of endometriosis and menstrual health—and patient empowerment. At the Bernhard Nocht Institute for Tropical Medicine, she serves as Deputy Director of the WHO Collaborating Centre for Behavioral Research in Global Health (WHO CC BRIGHT).

Photo: © MAGS NRW / Barbara Bechtloff

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