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Using Message Framing to Promote Acceptance of the Human Papillomavirus Vaccine

Using Message Framing to Promote Acceptance of the Human Papillomavirus Vaccine Objective: Use of message framing for encouraging vaccination, an increasingly common preventive health behavior, has received little empirical investigation. The authors examined the relative effectiveness of gain- versus loss-framed messages in promoting acceptance of a vaccine against human papillomavirus (HPV)—a virus responsible for virtually all cases of cervical cancer. Design: Undergraduate women (N = 121) were randomly assigned to read a booklet describing the benefits of receiving (gain-framed message) or the costs of not receiving (loss-framed message) a prophylactic HPV vaccine. After reading the booklet, participants indicated their intent to obtain the HPV vaccine. Main Outcome Measure: A 5-item composite representing intentions to obtain the HPV vaccine. Results: The effect of message framing on HPV vaccine acceptance was moderated by risky sexual behavior and approach-avoidance motivation. A loss-framed message led to greater HPV vaccination intentions than a gain-framed message but only among participants who had multiple sexual partners and participants who infrequently used condoms. The loss-frame advantage was also observed among participants high in avoidance motivation. Conclusion: Findings highlight characteristics of the message recipient that may affect the success of framed messages promoting vaccine acceptance. This study has practical implications for the development of health communications promoting vaccination. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Health Psychology American Psychological Association

Using Message Framing to Promote Acceptance of the Human Papillomavirus Vaccine

Gerend, Mary A.; Shepherd, Janet E.
Health Psychology , Volume 26 (6): 8 – Nov 1, 2007
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References (40)

Publisher
American Psychological Association
Copyright
Copyright © 2007 American Psychological Association
ISSN
0278-6133
eISSN
1930-7810
DOI
10.1037/0278-6133.26.6.745
pmid
18020847
Publisher site
See Article on Publisher Site

Abstract

Objective: Use of message framing for encouraging vaccination, an increasingly common preventive health behavior, has received little empirical investigation. The authors examined the relative effectiveness of gain- versus loss-framed messages in promoting acceptance of a vaccine against human papillomavirus (HPV)—a virus responsible for virtually all cases of cervical cancer. Design: Undergraduate women (N = 121) were randomly assigned to read a booklet describing the benefits of receiving (gain-framed message) or the costs of not receiving (loss-framed message) a prophylactic HPV vaccine. After reading the booklet, participants indicated their intent to obtain the HPV vaccine. Main Outcome Measure: A 5-item composite representing intentions to obtain the HPV vaccine. Results: The effect of message framing on HPV vaccine acceptance was moderated by risky sexual behavior and approach-avoidance motivation. A loss-framed message led to greater HPV vaccination intentions than a gain-framed message but only among participants who had multiple sexual partners and participants who infrequently used condoms. The loss-frame advantage was also observed among participants high in avoidance motivation. Conclusion: Findings highlight characteristics of the message recipient that may affect the success of framed messages promoting vaccine acceptance. This study has practical implications for the development of health communications promoting vaccination.

Journal

Health Psychology – American Psychological Association

Published: Nov 1, 2007

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