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Persuasive Effects of Message Framing and Narrative Format on Promoting COVID-19 Vaccination: A Study on Chinese College Students

Author

Listed:
  • WeiMing Ye

    (HSBC Business School, Peking University, Shenzhen 100871, China)

  • Qian Li

    (Walter Cronkite School of Journalism and Mass Communication, Arizona State University, Tempe, AZ 85281, USA)

  • Shubin Yu

    (HSBC Business School, Peking University, Shenzhen 100871, China)

Abstract

During a public health crisis, the provision and dissemination of health-related information are important for the relevant authorities to keep the public informed. By using different types of message framing, the authorities can effectively guide and persuade people to adopt health-related behaviors (such as vaccination). In this study, a web-based experiment using a 2 × 2 (message framing: gain framing versus loss framing) × (message presentation: narrative versus non-narrative) design was conducted to investigate the effects of different message frames on vaccination promotion. In total, 298 college students were recruited to participate in this study. The results suggest that, for message framing, loss-framed (vs. gain-framed) messages lead to higher intentions to get vaccinated. Furthermore, compared with non-narrative messages, narrative messages are more persuasive in promoting vaccination behavior. However, the interaction effect between gain–loss message framing and narrative framing is not significant. Additionally, perceived severity, perceived benefits, and perceived costs mediate the effect of narrative framing on behavioral intentions. In other words, compared with non-narrative messages, narrative messages lead to higher levels of perceived severity and perceived benefits, and a lower level of perceived costs, which in turn increase intentions to get vaccinated. This paper provides insightful implications for both researchers and practitioners.

Suggested Citation

  • WeiMing Ye & Qian Li & Shubin Yu, 2021. "Persuasive Effects of Message Framing and Narrative Format on Promoting COVID-19 Vaccination: A Study on Chinese College Students," IJERPH, MDPI, vol. 18(18), pages 1-13, September.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:18:p:9485-:d:631556
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    References listed on IDEAS

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    1. Mehran Shayganfard & Fateme Mahdavi & Mohammad Haghighi & Dena Sadeghi Bahmani & Serge Brand, 2020. "Health Anxiety Predicts Postponing or Cancelling Routine Medical Health Care Appointments among Women in Perinatal Stage during the Covid-19 Lockdown," IJERPH, MDPI, vol. 17(21), pages 1-13, November.
    2. Nicole Scannell & Anthony Villani & Evangeline Mantzioris & Libby Swanepoel, 2020. "Understanding the Self-Perceived Barriers and Enablers toward Adopting a Mediterranean Diet in Australia: An Application of the Theory of Planned Behaviour Framework," IJERPH, MDPI, vol. 17(24), pages 1-21, December.
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    Cited by:

    1. Nora Satybaldiyeva & Lourdes S. Martinez & Brittany Cooper & Eyal Oren, 2024. "The Association between Message Framing and Intention to Vaccinate Predictive of Hepatitis A Vaccine Uptake," IJERPH, MDPI, vol. 21(2), pages 1-12, February.
    2. Tomasz Jedynak, 2022. "Does the Formulation of the Decision Problem Affect Retirement?—Framing Effect and Planned Retirement Age," IJERPH, MDPI, vol. 19(4), pages 1-30, February.

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