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- Title
Améliorer l'attitude et l'intention de vaccination: le cas du rappel du vaccin Diphtérie-Tétanos-Poliomyélite (DTP).
- Authors
Plichon, Véronique; Maubisson, Laurent; Saurel, Hélène
- Abstract
Between 18 and 25 years old, young adults have to decide by their own for the first time whether or not they wish to get a DTP booster shot. Based on an experiment approach, this study - in which 303 young adults participated - tests the effectiveness of 6 different pro-DTP messages in terms of attitude change and behavioral intention change, using different message framing (gain versus loss) and arguments (getting vaccinated for the sake of one's own health, to protect others, or to respect the law). The results show that, depending on the option, the communication can have either a weak effectiveness or a negative effect by reducing the vaccination intention. Moreover, some message framings generate a sequential route, either affective or cognitive. Finally, the best option is to use a gain-framed message with a legal argument ("Get vaccinated to respect the law").
- Publication
Décisions Marketing, 2020, Issue 98, p37
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.098.37.63