You were just employed to work at the Colorado State Health Department. There has been an increasing epidemic of pertussis, also known as whooping cough, in the state. The reason for the growing epidemic is being attributed to parents choosing not to vaccinate their children for fear of adverse events such as autism. The state health director would like you to create a campaign focused on addressing the social norms associated with childhood vaccinations.

To begin, you administer a survey to a random sample of parents across the state to better understand their normative beliefs around the issue. When the data arrive, you discover that most parents perceive the prevalence among fellow parents of vaccinating their children to be low. When you query the state vaccination records, you find that the prevalence of childhood vaccinations, especially whooping cough, is also low.

True or false? Truth be toldalthough you should be prepared for the worstsocial marketing programs typically go off as they were planned to go off.

a. true

b. false