The effects of message framing and self-other focus on HPV vaccination intentions

Abstract

Background: Effective communication of the human papillomavirus (HPV) vaccine may help improve vaccination acceptance. This study aims to investigate the impact of message frames (gain versus loss) and type of message focus (highlighting individual vs. collective consequences) on vaccination intentions. Methods: The study employs a 2 (frame: gain vs. loss) x 3 (focus on effects for oneself vs. many other people vs. both) experimental design. A sample of 300 young adults will be randomly assigned to read one of the framed messages. Measures related to approach/avoidance orientation of participants and social-cognitive variables (perceived severity, effectiveness, risk, attitudes) relating to vaccination will be assessed. A series of ANOVA tests will be performed. Expected results: We expect that messages focusing on collective loss might be more effective in raising vaccination intentions, but this relation might be moderated by vaccine risk perceptions and by the motivational orientation of respondents. Current stage of work: We are currently in the stage of data collection. Discussion: Investigating the message strategies that can most effectively promote vaccination acceptance and uptake has important implications for health communication practices.