Temporal Framing Effects Differ for Narrative vs. Nonnarrative Messages: The Case of Promoting HPV Vaccination

• In Event: Health Communication About HPV

Abstract

This research investigates a potential moderator of the temporal framing effect – whether a message is narrative-based or non-narrative-based, guided by construal level theory. In the context of HPV vaccination, a total 416 college students who had not received any of the HPV shots participated in a randomized experiment. Results showed that message format (i.e., narrative vs. non-narrative) is a moderator of the temporal framing effect. Specifically, a present-oriented message was more effective used in conjunction with narrative format while a future-oriented message was more effective used in conjunction with non-narrative format. Theoretical and practical implications are discussed.

Authors

• Jarim Kim, University of Missouri, St. Louis

• Xiaoli Nan, U of Maryland