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- Title
Communicating to young adults about HPV vaccination: consideration of message framing, motivation, and gender.
- Authors
Nan, Xiaoli
- Abstract
This research examines the influence of message framing (gain vs. loss), motivational orientation (approach vs. avoidance), and gender on intentions to receive human papillomavirus (HPV) vaccination and HPV-/HPV vaccine-related risk perceptions among young adults ages 18-26 years. Results of an experiment show an interaction between message framing and motivational orientation in predicting intentions to receive HPV vaccination. Loss-framed messages are more persuasive than gain-framed messages for avoidance-oriented individuals, whereas both frames are equally effective for approach-oriented individuals. Gender differences in intentions to get HPV vaccination and worry about vaccine safety are found.
- Publication
Health communication, 2012, Vol 27, Issue 1, p10
- ISSN
1532-7027
- Publication type
Journal Article
- DOI
10.1080/10410236.2011.567447