Vaccination, Vaccination Promotion
Conditions
Keywords
Message perceptions, Vaccination, Immunization
Brief summary
The goal is to identify the most impactful strategies for capturing attention and enhancing effectiveness of vaccine promotion messages. This will be done using an online survey that employs remote eye-tracking and self report measures to evaluate response to sample vaccine promotion social media content in rural populations in New England. Participants will be randomly assigned into one of 14 conditions in a 2(source: expert vs. influencer) by 7 (themes: constructs from 7C Vaccine Framework) experiment and view sample messages and then answer questions about their attitudes and beliefs while being monitored for eye-tracking.
Interventions
BEHAVIORALExposure to source and message content
Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Sponsors
University of Massachusetts, Worcester
Study design
Allocation
RANDOMIZED
Intervention model
FACTORIAL
Primary purpose
HEALTH_SERVICES_RESEARCH
Masking
DOUBLE (Subject, Investigator)
Intervention model description
Participants will be assigned to one of 14 conditions and view two messages within each.
Eligibility
Sex/Gender
ALL
Age
18 Years to No maximum
Healthy volunteers
Yes
Inclusion criteria
* Age 18+ * Living in New England state (CT, MA, ME, NH, VT RI) in a zip code as defined by each individual state's definition of rural * Able to read and write in English * Access to an internet connected computer or laptop with a web-camera
Exclusion criteria
* N/A
Design outcomes
Primary
| Measure | Time frame | Description |
|---|---|---|
| Source credibility | Immediately after viewing each message | Participants' perception of the credibility of the message source will be assessed using a 7-point Likert scale measured across four items. Participants will be asked to rate the following four items on this scale: To what extent do you believe the source of the message to be… (1=not at all, 7=very much so) 1. Fair 2. Accurate 3. Telling the whole story 4. Trustworthy Unit of measure: Scale score 1-7, mean |
| Perceived Message Effectiveness | Immediately after viewing each message | Perceived message effectiveness will be measured using six items (worth remembering, grabs attention, powerful, informative, meaningful, convincing), each rated on a 7-point Likert scale. The outcome will be the mean of these six ratings for each participant, then averaged by experimental condition. To what extent is… (1=not at all, 7=very much so) 1. The message worth remembering 2. The message grabs attention 3. This message powerful 4. This message informative 5. This message meaningful 6. This message convincing Unit of Measure: Scale score (1-7, mean across items) |
| Visual attention | During message viewing ( immediately post-randomization, prior to completion of post-message survey) | Visual attention, quantified as mean dwell time in milliseconds, will be measured using remote eye-tracking while participants view vaccine promotion messages. Dwell time will be calculated for pre-specified Areas of Interest (AOIs) during the message viewing period. Higher dwell times indicate greater visual attention to the AOIs. Unit of measure: mean dwell time in milliseconds per message |
| Message reactance | Immediately after viewing each message | Reactance will be assessed using four items (irritated, angry, annoyed, aggravated), rated 0 ("None of this feeling") to 4 ("A great deal of this feeling"). The mean reactance score will be calculated for each participant. How much did this message make you feel the following way? Response options: 0 (None of this feeling) to 4 (A great deal of this feeling). 1. Irritated 2. Angry 3. Annoyed 4. Aggravated Unit of Measure: Scale score (0-4, mean across items) |
| Information sharing intentions | Immediately after viewing each message | Description: Assessed with 6 items regarding interpersonal and online sharing, rated 1 (Strongly disagree) to 5 (Strongly agree). The mean score across items will be reported per participant and per condition. Rate with the following statements on a scale from 1 (Strongly disagree) to 5 (Strongly agree). Interpersonal setting 1. I would be willing to share this information with others. 2. I would talk with others about this message. 3. I would point others in a direction where they could read this message. Online setting 4. I would be willing to post a link to this information on my social media. 5. I would like a social media post with this information. 6. I would share a social media post with this information. Unit of Measure: Scale score (1-5, mean across items) |
Secondary
| Measure | Time frame | Description |
|---|---|---|
| Vaccine perceptions | Assessed at baseline (prior to message exposure) and immediately post-intervention (after message exposure) | Vaccine perceptions will be measured using an 8-item scale, administered pre- and post-message exposure. Items are rated from 1 (Strongly disagree/very negative) to 7 (Strongly agree/very positive). Higher scores indicate more positive vaccine perceptions. The outcome will be the mean change in score from pre- to post-exposure. Unit of Measure: Scale score (1-7, mean change) |
Countries
United States
Contacts
CONTACTGrace W Ryan, PhD, MPH
PRINCIPAL_INVESTIGATORGrace W Ryan, PhD, MPH
University of Massachusetts, Worcester
Outcome results
None listed