Temporal Framing Effects Differ for Narrative Versus Non-Narrative Messages: The Case of Promoting HPV Vaccination
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- Jarim Kim
- Kookmin University, Seoul, South Korea
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- Xiaoli Nan
- University of Maryland, College Park, USA
説明
<jats:p>Building upon extant research on temporal framing effect (i.e., relative persuasiveness of present- vs. future-oriented messages), this study investigates whether temporal framing effect differs for narrative versus non-narrative messages in the context of promoting human papillomavirus (HPV) vaccination among young adults. Results of a controlled experiment ( N = 416) indicated that a present-oriented (vs. future-oriented) message led to more favorable attitudes and stronger intentions and perceived vaccine efficacy when the messages were presented in a narrative format, whereas a future-oriented (vs. present-oriented) message resulted in similar attitudes, intentions, and perceived vaccine efficacy when the messages were presented in a non-narrative format. Theoretical and practical implications of the findings are discussed.</jats:p>
収録刊行物
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- Communication Research
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Communication Research 46 (3), 401-417, 2016-01-28
SAGE Publications
