Integrating Reasoned Action Approach and Message Sidedness in the Era of Misinformation: The Case of HPV Vaccination Promotion

ABSTRACT

Building upon extant research on the reasoned action approach and message sidedness, this study investigates the persuasive effects of one-sided and two-sided social media messages on the attitude about human papillomavirus (HPV) vaccination in the context of misinformation. Results of a controlled experiment (N = 251) indicated that compared to the control, one-sided messages addressing misinformation increased positive attitude about the vaccine as prior misperceptions increased. However, a backfire effect may be looming for individuals with lower prior misperceptions. Within the sidedness conditions, refutational two-sided messages were more effective in increasing cognitive attitude for individuals with lower misperceptions; whereas one-sided messages had a persuasive advantage for individuals with higher misperceptions. Theoretical and practical contributions are discussed.