Effects of attribute framing and goal framing on vaccination behavior
Greetings to the Public Health community members!
Earlier this spring I posted a request here to recruit participants for my graduate research on effects of message framing on vaccination behavior. The response was great and some members requested to share the results. I truly appreciate your participation and help in marketing the study. Including your contribution I got nearly 600 participants for my field experiment that was masked as an online survey. The dissertation was successfully defended, degree conferred and furthermore the presentation submission accepted for the annual meeting of the Society for Risk Analysis this December. Here is the link to the original document if anyone is interested how Prospect theory of Kahneman and Tversky applied to practice of health communication. PDF dowloadable file on the bottom of the K-Rex page. I mentioned Livejournal Public Health community in the procedure part on page 34. Thank you for your input to this research.
krex.k-state.edu/dspace/handle/2097/3886
Title: Effects of attribute framing and goal framing on vaccination behavior: examination of message content and issue involvement on attitudes, intentions and information seeking Authors: Haydarov, Rustam Publication Date: 2010 Graduation Month: May Type: Thesis Degree: Master of Science Department: Department of Journalism and Mass Communications Major Professor: Joye C. Gordon Keywords: Goal Framing
Attribute Framing
Vaccination Behavior
Involvement
Health Information Seeking
Health Communication Abstract: This experimental research adopts a typology of frames by Levin, Gaeth, and Schneider (1998) and seeks to a) determine what combination of attribute and goal frames produces the strongest effect on vaccination behavior; b) ascertain to what extent personal relevance of vaccination moderates this framing effect; and c) explore how individual pre-existing characteristics, such as recent vaccination history, vaccine risk perception, vaccine dread, and general attitude toward vaccination influence the persuasive power of framed messages. The study, designed as field experiment 2 (+/- attribute frame) x 2 (+/- goal frame) x 2(involvement), recruited 476 adult female participants that were exposed online to four experimental framing manipulations and a control condition. The main effect is consistent with the typology of frames - the combination of the positive attribute and the negative goal frame was the only condition that was significantly more persuasive than the control condition. Participants who had children or were pregnant, for whom vaccination was more relevant and meaningful, have not reacted to message framing differently. However, general pre-existing attitudes towards vaccines, perception of vaccine safety, perception of vaccine efficacy, vaccine dread, and vicarious experience with vaccine side effects, appear to be associated with antecedents of vaccination behavior. Overall, this study has focused on ecological validity,aiming at the applicability of framing theory in the context of health communication.
Earlier this spring I posted a request here to recruit participants for my graduate research on effects of message framing on vaccination behavior. The response was great and some members requested to share the results. I truly appreciate your participation and help in marketing the study. Including your contribution I got nearly 600 participants for my field experiment that was masked as an online survey. The dissertation was successfully defended, degree conferred and furthermore the presentation submission accepted for the annual meeting of the Society for Risk Analysis this December. Here is the link to the original document if anyone is interested how Prospect theory of Kahneman and Tversky applied to practice of health communication. PDF dowloadable file on the bottom of the K-Rex page. I mentioned Livejournal Public Health community in the procedure part on page 34. Thank you for your input to this research.
krex.k-state.edu/dspace/handle/2097/3886
Title: Effects of attribute framing and goal framing on vaccination behavior: examination of message content and issue involvement on attitudes, intentions and information seeking Authors: Haydarov, Rustam Publication Date: 2010 Graduation Month: May Type: Thesis Degree: Master of Science Department: Department of Journalism and Mass Communications Major Professor: Joye C. Gordon Keywords: Goal Framing
Attribute Framing
Vaccination Behavior
Involvement
Health Information Seeking
Health Communication Abstract: This experimental research adopts a typology of frames by Levin, Gaeth, and Schneider (1998) and seeks to a) determine what combination of attribute and goal frames produces the strongest effect on vaccination behavior; b) ascertain to what extent personal relevance of vaccination moderates this framing effect; and c) explore how individual pre-existing characteristics, such as recent vaccination history, vaccine risk perception, vaccine dread, and general attitude toward vaccination influence the persuasive power of framed messages. The study, designed as field experiment 2 (+/- attribute frame) x 2 (+/- goal frame) x 2(involvement), recruited 476 adult female participants that were exposed online to four experimental framing manipulations and a control condition. The main effect is consistent with the typology of frames - the combination of the positive attribute and the negative goal frame was the only condition that was significantly more persuasive than the control condition. Participants who had children or were pregnant, for whom vaccination was more relevant and meaningful, have not reacted to message framing differently. However, general pre-existing attitudes towards vaccines, perception of vaccine safety, perception of vaccine efficacy, vaccine dread, and vicarious experience with vaccine side effects, appear to be associated with antecedents of vaccination behavior. Overall, this study has focused on ecological validity,aiming at the applicability of framing theory in the context of health communication.