Focusing on individual liberty and purity may be the way to change the minds of those who choose not to vaccinate their children, new research shows.

A paper by Jesse Graham — George S. Eccles Professor of Business Ethics here at the David Eccles School of Business — and co-authors suggests that reframing the conversation around the anti-vaxxer movement might change more minds than the current practice, which focuses on issues of fairness and preventing harm.

Read more about the study in The Washington Post, Newsweek, Vox and New Scientist.