UCI News

Op-Ed: How influencers, celebrities, and FOMO can win over vaccine skeptics

HBS Working Knowledge, Jan. 19, 2021 (Op-Ed)

January 19, 2021

Op-Ed: How influencers, celebrities, and FOMO can win over vaccine skeptics

Imran S. Currim, UCI Distinguished Professor, Professor of Marketing, and Director, Beall Center for Innovation and Entrepreneurship, at the Paul Merage School of Business and others write, “Diffusion of innovations … offers a framework for increasing the number of people who are willing, if not eager, to get vaccinated. The central premise of the diffusion of innovations framework is that customer or patient segments that adopt early will influence later adopters. Innovators will influence early adopters, who then influence the early and late majority, who then influence the laggards.”