In most years, influenza is associated with tens of thousands of deaths each year in the U.S., though the number of deaths rose significantly during the three pandemics in the past century. In general, flu vaccinations have become more effective in controlling the extent and severity of the annual incidence of flu. A major factor affecting vaccination effectiveness is people’s willingness to get vaccinated. We conducted an experiment to examine the effect that response measures have in predicting people’s intention to get a flu shot. We had 6,247 U.S. respondents participate in a web-based survey. We examined past flu occurrence, flu vaccination, and then we examined the influence that had 2 key experimental manipulations – absolute risk of flu strains today (Not at all dangerous – Extremely dangerous) versus comparative risk (Less dangerous than prior strains – More dangerous than prior strains). The second manipulation randomly assigned respondents to one of two comparative tasks - to evaluate the comparative risk of the flu vaccination versus with the risk of getting the flu – or to evaluate the comparative liking for getting the flu vaccination versus getting the flu. This created a 2 X 2 factorial design. We then examined a number of predictors of likelihood to get vaccinated for each cell of the experiment and found that the combined comparative risk rating of the current strain and comparative liking condition of the flu vaccination had the best predictive model for flu vaccination. The results indicated that decision making concerning vaccinations is subject to both the relative judgment of risks and hedonic relevance to the respondent and that public health strategies should emphasize the factors affecting these judgments to improve vaccination compliance.