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Radio public service announcements to promote vaccinations for older adults: Effects of framing and distraction. | LitMetric

Radio public service announcements to promote vaccinations for older adults: Effects of framing and distraction.

Vaccine

Department of Media and Communication Science, University of Erfurt, Nordhaeuser Strasse 63, 99089 Erfurt, Germany. Electronic address:

Published: August 2022

AI Article Synopsis

Article 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 (η =.02) and a non-distracted reception situation (η =.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.

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Source
http://dx.doi.org/10.1016/j.vaccine.2022.06.037DOI Listing

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