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Dr Thomas Roulet, University Senior Lecturer in Organisation Theory at Cambridge Judge Business School, writes about the vaccine reputation war. He says that audiences seek consistency, and such bias can easily cloud their judgment on a large scale. “Whatever the position of experts or medical agencies, in countries where the anti-vaccine sentiment is strong, the resistance will only grow stronger, feeding itself on the negative reputational spiral. It will be hard to get rid of such taint – negative reputations tend to be stickier.”

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