Effects of attribute framing and goal framing on vaccination behavior: examination of message content and issue involvement on attitudes, intentions and information seeking

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dc.contributor.author Haydarov, Rustam
dc.date.accessioned 2010-05-04T16:19:19Z
dc.date.available 2010-05-04T16:19:19Z
dc.date.issued 2010-05-04T16:19:19Z
dc.identifier.uri http://hdl.handle.net/2097/3886
dc.description.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. en_US
dc.description.sponsorship In part funded by the Edmund S. Muskie Fellowship program, a program of the Bureau of Educational and Cultural Affairs (ECA) of the United States Department of State, administered by the International Research and Exchange Board (IREX). en_US
dc.language.iso en_US en_US
dc.publisher Kansas State University en
dc.subject Goal Framing en_US
dc.subject Attribute Framing en_US
dc.subject Vaccination Behavior en_US
dc.subject Involvement en_US
dc.subject Health Information Seeking en_US
dc.subject Health Communication en_US
dc.title Effects of attribute framing and goal framing on vaccination behavior: examination of message content and issue involvement on attitudes, intentions and information seeking en_US
dc.type Thesis en_US
dc.description.degree Master of Science en_US
dc.description.level Masters en_US
dc.description.department Department of Journalism and Mass Communications en_US
dc.description.advisor Joye C. Gordon en_US
dc.subject.umi Health Sciences, Public Health (0573) en_US
dc.subject.umi Mass Communications (0708) en_US
dc.date.published 2010 en_US
dc.date.graduationmonth May en_US

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