Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/98911
Title: Influenza messaging is better than no messaging at all : an experimental assessment of the effects of goal framing and affected-person framing on influenza vaccination attitudes and intentions
Authors: Kong, Wei Yi
Keywords: DRNTU::Social sciences::Communication
Issue Date: 6-Jun-2019
Source: Kong, W. Y. (2019). Influenza messaging is better than no messaging at all : an experimental assessment of the effects of goal framing and affected-person framing on influenza vaccination attitudes and intentions. Master's thesis, Nanyang Technological University, Singapore
Abstract: Vaccination reduces viral transmission and protects unimmunized individuals against infection. However, current vaccine coverage among Singapore residents is below 20%. The framing of health messages plays a role in influencing perceptions about health issues. The persuasiveness of goal framing on preventive behaviors has been established in past research but its effect on vaccination is inconsistent, and highlighting recipients of health benefits or consequences was suggested to moderate framing effects. This experimental study introduces affected-person framing and draws on prospect theory to examine gain-loss framing with different affected individuals, furthering past research focused on health beneficiaries-gain-framed messages. Results found nonsignificant goal framing and affected-person framing effects on influenza vaccination attitudes and intentions. However, framed messages were found to bolster attitudes as compared to when there is no influenza vaccine communication. Effective influenza messages therefore may not need to be framed but to simply communicate about disease and vaccination.
URI: https://hdl.handle.net/10356/98911
http://hdl.handle.net/10220/48573
DOI: https://doi.org/10.32657/10220/48573
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Theses

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