| Summary: | 碩士 === 長庚大學 === 醫務管理學系 === 102 === Human papillomavirus (HPV) is a common sexually transmitted
infection known to cause cervical cancer. Cervical cancer is one of the major
causes of death for women of malignant tumors. The Health Promotion
Administration of Taiwan continues advocate regular pap smear screening
for cervical cancer prevention, but only screening can’t prevent such disease
effectively.
This study investigated the effect of differential information framing on
acceptance to receive the HPV vaccine, using the Theory of Planned
Behavior (TPB) perspective.
Female subjects were randomized and divided into three groups,
according to watching different advertisement framings which describe the
HPV vaccine as: (1) Positive framing: if you uptake HPV vaccine that can
prevent cervical cancer (n=42); (2) Negative framing: if you don't uptake
HPV vaccine that can't prevent cervical cancer (n=45); (3) Neutral framing:
the video have no concern with HPV vaccine (n=43). Structural
questionnaires were developed to assess the TPB constructs and HPV
knowledge prior to experimental manipulation. Candidate‘s HPV vaccine
acceptance was assessed prior to and after the experimental manipulation.
We observed a framing effect on HPV vaccine acceptance, that is the
negatively-framed advertisement led to greater vaccine acceptance than did
the positive one. In addition, subjects who received negative framing had
improved memories of health information than those did with positive
framing.
This study demonstrates the framing effect with the TPB perspective
for investigating issues regarding HPV and HPV vaccination. Future
research may aim at applying current results to influence real behavior of
taking HPV vaccine for young adult women or even for males.
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