Psychologist reveals why people aren't getting flu shot even as cases surge New research shows that people's decision on whether or not to take the flu shot is not always based on facts.

New research by Valerie Reyna shows flu vaccination intent is driven by "gist"—an intuitive sense of risk vs. benefit—not just data.

Gist metrics improved prediction from 57% to 80%.

Connect benefits to core values.

www.newsweek.com/psychologist...

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