OSHP Event: Winning Minds, Not Arguments: Persuasive Communication Strategies to Combat Vaccine Hesitancy

Objectives for this presentation - the audience will:

• Gain an understanding of the psychology of persuasion and social influence, backed by empirical research 
• Learn how effective behavioral change depends on the degree two which one’s persuasion target (e.g., patient) is engaged in a “systematic" (rational) mode or a “heuristic” (reactionary) mode of processing information 
• Gain insight into what types messages and influence tactics are more effective, and which are counterproductive, depending on an individual’s current processing mode 
• Leave with a set of actionable tips and tactics to help them more effectively persuade vaccine-hesitant patients to choose vaccination  

Presenter
Aaron M. Sackett, Ph.D.
Professor and Chair of the Marketing Department
University of St. Thomas - St. Paul, Minnesota

About the Presenter
Aaron M. Sackett is Professor and Chair of the Marketing Department at the University of St. Thomas in St. Paul, Minnesota, where he teaches courses on consumer behavior and ethical persuasion. He earned his Ph.D. in Social Psychology from Yale University and has conducted research related to decision-making, persuasion, and social influence for over 20 years. In addition to publishing in scholarly journals, Professor Sackett seeks to translate current research into actionable lessons for practitioners and the public. He has shared his research.

ACPE Continuing Pharmacy Education

This program has been planned and implemented in accordance with the policies of the Accreditation Council on Pharmacy Education (ACPE) through the joint sponsorship of the Oregon State University College of Pharmacy and the Oregon Society for Health-System Pharmacists (OSHP). The Oregon State University College of Pharmacy is accredited by the Accreditation Council on Pharmacy Education as a provider of continuing pharmacy education.

Pharmacists and Pharmacy Technicians will receive ACPE Continuing Education Credit. An NABP e-Profile ID is required to receive CPE hours. An NABP e-Profile ID can be obtained at MyCPEMonitor.net. Statement of Credit shall be issued only after successful completion of the program. Successful completion is defined as: 1) Attending, in its entirety, the CPE activity or activities; 2) Participation in the pre-test administered by the presenter; 3) Completion of the online activity evaluation and post-test located at: http://pharmacy.oregonstate.edu/ce within 14 days of program attendance.

Statements of Credit will be uploaded to each participant’s NABP e-profile automatically within 48 hours of successful program completion. It is the participant’s responsibility to complete the online components within 14 days of program attendance to ensure awarding of credit. It is the participant's responsibility to check CPE Monitor and ensure credits have successfully uploaded.

Target Audience: Pharmacists and Pharmacy Technicians
Total Credits Available: 1 contact hours for up to 0.1 CEUs
Conflict of Interest Disclosures: None of the speakers or planners for this program have any financial relationships with ineligible companies to disclose.
Title: Winning Minds, Not Arguments: Persuasive Communication Strategies to Combat Vaccine Hesitancy
UAN: 0036-9999-26-015-L06-P/T
Date & Time: 7/30/2026, 6:00-7:00 pm
Speakers: Aaron M. Sackett, PhD, University of St. Thomas (St. Paul, MN), Professor and Chair, Department of Marketing
Activity-Type: Application-based
Credit Hours: 1.0
Learning Objectives:

1. Discuss the psychology of persuasion and social influence, backed by empirical research
2. Explain how behavioral change depends on the degree to which one’s persuasion target (e.g., patient) is engaged in a “systematic” (rational) mode or a “heuristic” (reactionary) mode of processing information
3. Explain what types of messages and influence tactics are more effective or counterproductive, depending on an individual’s current processing mode
4. Apply newly learned tips and tactics to more effectively persuade vaccine-hesitant patients to choose vaccination