If we want people to take the coronavirus vaccine, we need to treat them like consumers

Long before the covid-19 pandemic, Americans were growing increasingly distrustful of vaccines and the experts who claim they are all equally effective and important. In early 2020, as many as one-third of American parents were intentionally delaying or skipping vaccines for their children. Although easy to dismiss, such views are instructive for those who want to convince the public that a vaccine against the coronavirus is important and worth using.