Now or future? Analyzing the effects of message frame and format in motivating Chinese females to get HPV vaccines for their children

Abstract

ObjectiveThis 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. MethodsA 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. ResultsNo 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. ConclusionNarrative 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 ImplicationsNarrative 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.