In this paper, we aim to underscore the need for a more nuanced understanding of vaccine non-adopters. As the availability of vaccines does not translate into their de facto adoption-a phenomenon that may be more pronounced amid "Operation Warp Speed"-it is important for public health professionals to thoroughly understand their "customers" (i.e., end users of COVID-19 vaccines) to ensure satisfactory vaccination rates and to safeguard society at large.
Keywords: COVID-19; Coronavirus; Vaccination; Vaccine hesitancy; Vaccine non-adopters; Vaccines.
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