Message Framing, Perceived Susceptibility, and Intentions to Vaccinate Children Against HPV Among African American Parents.

Abstract:

:This research examines the interaction effect of message framing (gain vs. loss) and perceived susceptibility (i.e., perceived likelihood that one's child is at risk of contracting HPV) on African American parents' intentions to vaccinate their children against HPV. Results of an experiment (N = 193) in which parents were exposed to either a gain-framed or loss-framed message about HPV vaccination revealed a significant interaction between message framing and perceived susceptibility when parents were required to pay for the vaccine. The specific pattern of interaction suggested that parents who perceived their children to be at high risk of contracting HPV were more persuaded by the gain-framed message, whereas those who believed their children to be at low risk of contracting HPV were more persuaded by the loss-framed message. Implications of the findings for HPV vaccination messaging are discussed.

journal_name

Health Commun

journal_title

Health communication

authors

Nan X,Madden K,Richards A,Holt C,Wang MQ,Tracy K

doi

10.1080/10410236.2015.1005280

subject

Has Abstract

pub_date

2016-07-01 00:00:00

pages

798-805

issue

7

eissn

1041-0236

issn

1532-7027

journal_volume

31

pub_type

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