Effects of Interactivity in Gain- and Loss-Framed Narratives on Promoting Influenza Vaccination

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

This study examines the role of interactivity in gain- and loss-framed narratives promoting influenza vaccination. We conducted a 2 (interactivity: interactive vs. non-interactive) x 2 (message framing: gain- vs. loss-framed) between-subject experiment on the Web (N = 246). Interactivity significantly increased perceived control over character’s decisions, which in turn transferred to greater identification with the character. However, this finding was limited to the gain-framed narrative. When the reader made unhealthy decisions for the character and thus exposed to the loss-framed narrative, interactivity significantly decreased character identification and intentions to vaccinate against influenza. We discuss theoretical and practical implications of these findings.

Authors

• Hye Kyung Kim, Nanyang Technological U

• Wonsun Shin, University of Melbourne