HPV vaccination campaign fear visuals: An eye-tracking study exploring effects of visual attention and type on message informative value, recall, and behavioral intentions
| Autor: | Elizabeth Johnson Avery, Sejin Park |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
Marketing
Cervical cancer Sexually transmitted disease Organizational Behavior and Human Resource Management medicine.medical_specialty genetic structures Recall Communication Public health 05 social sciences 050801 communication & media studies Safeguarding medicine.disease Fear appeal eye diseases Developmental psychology Vaccination 03 medical and health sciences 0302 clinical medicine 0508 media and communications medicine Eye tracking 030212 general & internal medicine Psychology |
| Zdroj: | Public Relations Review. 44:321-330 |
| ISSN: | 0363-8111 |
| DOI: | 10.1016/j.pubrev.2018.02.005 |
| Popis: | HPV is the most common sexually transmitted disease, and there are alarming global disparities in cervical cancer and HPV vaccination uptake ( CDC, 2016a ). To inform HPV vaccination public health campaigns, an experiment with a psychophysiological measure (eye-tracking) explores the effects of visual attention to vaccination messages on message recall, informative value, and behavioral intentions. Results indicate 1) visual type affects recall and informative value of vaccination messages as well as intentions to vaccinate; 2) visual attention is negatively related to message recall only when a non-fear visual is used; and 3) visual attention predicts intent to vaccinate only when a fear visual is utilized. These results suggest the use of fear appeals in health, crisis, and risk public relations campaigns may promote performance of recommended safeguarding behaviors. |
| Databáze: | OpenAIRE |
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