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Scholarly and journalistic profiles of anti-vaxxers – i.e., individuals who are active in efforts to oppose widespread vaccination – suggest that some Americans may identify with the “anti-vaccine” label in order to fulfill social goals (e.g., a sense of belonging in a broader community). This is potentially problematic, as anti-vaxx social identification (AVSID) could imply increased receptivity to vaccine misinformation, and resistance to evidence-based medicine. In a large and demographically representative survey ( N  = 1001), we propose a novel measure of AVSID, and take stock of its prevalence and correlates. We find that about 22% of Americans always (8%) or sometimes (14%) self-identify as “anti-vaxxers” (activists who support vaccine refusal), and that those who do tend to embrace the label as a form of social identity. We also find that people who score highly on our AVSID measure tend to be less trusting of scientific experts and more individualistic. Finally, predictive validation analyses suggest that – among self-identified anti-vaxxers – AVSID is associated with increased opposition to childhood vaccine requirements. We conclude by outlining how our AVSID measure can be implemented to inform future research on opposition to evidence-based medicine and related public policies.

Identifying the prevalence, correlates, and policy consequences of anti-vaccine social identity