Effects of Message Framing on Influenza Vaccination: Understanding the Role of Risk Disclosure, Perceived Vaccine Efficacy, and Felt Ambivalence. Issue 1 (2nd January 2019)

• Record Type: Journal Article
• Authors: Kim, Sungsu; Pjesivac, Ivanka; Jin, Yan
• Is Part Of: Health communication. Volume 34:Issue 1(2019)
• Page Start: 21
• Page End: 30
• Publication Date: 2019-01-02
• Subjects: Message framing -- influenza vaccination -- risk disclosure -- perceived vaccine efficacy -- felt ambivalence; Communication in medicine -- Periodicals; Health in mass media -- Periodicals; 362.1014
• DOI: 10.1080/10410236.2017.1384353
• Languages: English
• ISSNs: 1041-0236

Abstract

ABSTRACT: The current study examined the effects of framing in promotional health messages on intention to vaccinate against seasonal influenza virus. The findings of an experimental study ( N = 86) indicated that exposure to both benefits and side effects of vaccination (gain-framed with risk disclosure message) led to lower intention to receive the flu vaccine. This relationship was mediated by both perceived vaccine efficacy and felt ambivalence in a serial order, revealing the underlying psychological mechanisms important for understanding health-related behaviors. Theoretical implications of constructing sub-framed messages are discussed and the concept of second-order framing is introduced.