Apologizing for Intergroup Criticism Reduces Rejection of Public Health Officials' Pro-Vaccine Messages.

Compared to other medical experts, public health officials face added scrutiny of their pro-vaccine messages due to distrust of the US federal government. We consider reactions to such critical messages through the lens of conversational norms. Conversational pragmatics suggest that polite communication is essentially cooperative in nature, avoiding criticism of the other or excessive praise of the self.