What Frame Makes you Less Hesitant: The Interactive Effects of Message Balance and Gain or Loss Framing on Zika Vaccine Hesitancy

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Abstract

Identifying effective communication strategies for increasing vaccine acceptance has been an ongoing concern. This study examined the moderating effects of message balance on gain and loss framed appeals on attitudes and behavioral intentions to receive a hypothetical Zika vaccination. A total of 190 participants were recruited to a factorial between-subject experiment. Loss-framed appeals were found more effective in comparison to gain-framed appeals in predicting positive attitudes and behavioral intentions to receive a Zika vaccine. Balanced messaging was a significant indicator of information seeking. Thus, participants spent more time reading the potential risks and benefits of a Zika vaccine, oppose to pro-attitudinal messages (slant message). No interaction effects or mediating effects were supported. Implications for theory and practice are discussed.
Keywords: Zika vaccine hesitancy, message balance, gain and loss framing

Authors

• Wei Peng, University of Miami

• Jazmyne Vanecia Simmons, University of Miami

• Qian Huang, University of Miami