Radio public service announcements to promote vaccinations for older adults: Effects of framing and distraction. Issue 33 (5th August 2022)

• Record Type: Journal Article
• Authors: Reinhardt, Anne; Rossmann, Constanze; Engel, Elena
• Is Part Of: Vaccine. Volume 40:Issue 33(2022)
• Page Start: 4864
• Page End: 4871
• Publication Date: 2022-08-05
• Subjects: Message Framing -- Positivity effect -- Distraction -- Older adults -- Vaccination -- Health promotion; Vaccines -- Periodicals; 615.372
• DOI: 10.1016/j.vaccine.2022.06.037
• Languages: English
• ISSNs: 0264-410X

Abstract

Abstract: This article investigates the effects of message framing and distraction on older adults' responses to a radio public service announcement (PSA) to promote influenza and pneumococci vaccinations. In detail, it addresses the message impact on recognition, attitudes toward the ad, and information-seeking intentions. The 2 × 2 online experiment was conducted in August 2019 in Germany. 378 participants aged 60 years and above received a radio PSA with either gain- or loss-framed messages (factor 1). Additionally, half of the participants completed a distraction task while listening (factor 2). Gain frames ( η 2 p =.02) and a non-distracted reception situation ( η 2 p =.04) positively influenced older adults' recognition accuracy. Recognition, in turn, was found to mediate the effect of framing and distraction on the intention to seek further information on the campaign (framing: b = -0.03, distraction: b = 0.05). We conclude that gain-framed radio PSAs are an appropriate tool to raise awareness for a vaccination campaign and its contents, especially when recipients are concentrated while listening to it. We suggest to implement them at the early stages of a health intervention to sensitize people about vaccination, followed by more in-depth information material (e.g., brochures) to create behavior change.