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Radio public service announcements to promote vaccinations for older adults: Effects of framing and distraction.
- Source :
-
Vaccine . Aug2022, Vol. 40 Issue 33, p4864-4871. 8p. - Publication Year :
- 2022
-
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 (η2 p =.02) and a non-distracted reception situation (η2 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. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 0264410X
- Volume :
- 40
- Issue :
- 33
- Database :
- Academic Search Index
- Journal :
- Vaccine
- Publication Type :
- Academic Journal
- Accession number :
- 158442004
- Full Text :
- https://doi.org/10.1016/j.vaccine.2022.06.037