"Conspiracy theories appear to appeal to individuals who seek accuracy and/or meaning, but perhaps lack the cognitive tools or experience problems that prevent them from being able to find accuracy and meaning via other more rational means"
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This one nails it: anti-vaxx is good at PR, interactive, welcoming. Health education at the same time... does not exist apart from direct doctor-to-patient contacts and static NHS pages which announce their message from the position of authority.
