The Effect of Message Framing on Intentions to Uptake HPV Vaccination in Young Adult Women: An Application of the Theory of Planned Behavior

• Main Authors: Chu Ching Hsu, 許筑晴
• Other Authors: H. M. Tseng
• Format: Others
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/54393800142042684537

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.