Behavioral Frequency Moderates the Effects of Message Framing on HPV Vaccine Acceptability

Abstract

This study provides an important exception to the commonly observed gain-framed advantage for preventive health behaviors. Loss-framed appeals appear to be particularly effective in promoting interest in low-frequency prevention behaviors such as HPV vaccination.

Message frame and self-efficacy influence the persuasiveness of nutrition information in a fast-food restaurant

“…Similarly, lossframed information has been found to be more persuasive than gain-framed information for recipients who perceive the behaviour as relatively effortless (Gerend, Shepherd, & Monday, 2008).…”

Message framing and color priming: How subtle threat cues affect persuasion

“…Message content was identical across conditions; only the frame and color differed. Messages were modeled after previous research (Gerend & Shepherd, 2007;Gerend et al, 2008). See Table 1 for excerpts.…”

“…When considering a new vaccine, therefore, an individual may be more responsive to a loss-framed message because people tend to be more willing to take risks (i.e., receive a new vaccine) when faced with losses than with gains. Indeed, recent evidence suggests that, under certain circumstances-particularly circumstances that amplify the salience of threat-loss-framed messages are more persuasive than gain-framed messages in promoting interest in vaccination (Gerend & Shepherd, 2007;Gerend, Shepherd, & Monday, 2008). …”

Does perceived risk influence the effects of message framing? Revisiting the link between prospect theory and message framing

“…Sometimes clear non-support does not do the trick: when one study found an overall loss-framed advantage for vaccination behaviour, clearly and unequivocally a prevention behaviour, the authors did not overtly question the tenets of the risk-framing hypothesis, instead describing the results as 'an important exception to the commonly observed gain-framed advantage for preventive health behaviours' (Gerend, Shepherd, & Monday, 2008;p. 221).…”