Sixiao Liu1, Janet Z Yang2, Haoran Chu3. 1. Department of Communication, University at Buffalo, State University of New York, Buffalo, USA. Electronic address: sixiaoli@buffalo.edu. 2. Department of Communication, University at Buffalo, State University of New York, Buffalo, USA. Electronic address: zyang5@buffalo.edu. 3. Department of Communication, University at Buffalo, State University of New York, Buffalo, USA. Electronic address: hchu5@buffalo.edu.
Abstract
OBJECTIVE: This study aims to examine the impacts of gain vs. loss-framed messages and narrative messages on Chinese women's intentions to get HPV vaccines for their children. METHODS: A survey experiment was conducted among Chinese females (N = 453) assessing their responses to 3 types of messages (i.e. gain-framed, loss-framed and narrative) designed to promote HPV vaccination. RESULTS: No main effect was found for message types, but loss-framed message slightly increased vaccination intention. Time orientation moderated the relationship between message framing and vaccination intention. CONCLUSION: Narrative message works better among present-minded individuals, whereas gain-framed message was more persuasive for future-minded individuals. Integration of message frames (gain vs. loss) and message type (narrative vs. non-narrative) is recommended for future research. PRACTICE IMPLICATIONS: Narrative persuasion could be an effective tool in promoting health behaviors especially among present-minded individuals, or when the consequences of health decisions are temporally distant.
OBJECTIVE: This study aims to examine the impacts of gain vs. loss-framed messages and narrative messages on Chinese women's intentions to get HPV vaccines for their children. METHODS: A survey experiment was conducted among Chinese females (N = 453) assessing their responses to 3 types of messages (i.e. gain-framed, loss-framed and narrative) designed to promote HPV vaccination. RESULTS: No main effect was found for message types, but loss-framed message slightly increased vaccination intention. Time orientation moderated the relationship between message framing and vaccination intention. CONCLUSION: Narrative message works better among present-minded individuals, whereas gain-framed message was more persuasive for future-minded individuals. Integration of message frames (gain vs. loss) and message type (narrative vs. non-narrative) is recommended for future research. PRACTICE IMPLICATIONS: Narrative persuasion could be an effective tool in promoting health behaviors especially among present-minded individuals, or when the consequences of health decisions are temporally distant.