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Abstract
This research examines the influence of message framing (gain vs. loss), motivational orientation (approach vs. avoidance), and gender on intentions to receive human papillomavirus (HPV) vaccination and HPV-/HPV vaccine-related risk perceptions among young adults ages 18–26 years. Results of an experiment show an interaction between message framing and motivational orientation in predicting intentions to receive HPV vaccination. Loss-framed messages are more persuasive than gain-framed messages for avoidance-oriented individuals, whereas both frames are equally effective for approach-oriented individuals. Gender differences in intentions to get HPV vaccination and worry about vaccine safety are found.
Notes
1In 2009, another HPV vaccine (Cervarix) was approved for use in females ages 10 through 25 years for prevention of cervical cancer. Cervarix does not protect against genital warts.
2Gardasil is not endorsed by ACIP or CDC for use among men.