Framing and Visual Type: Testing Their Effect on Zika Vaccine Uptake Intent

• In Event: Framing Effects in Health Communication

Abstract

The Zika virus is associated with the birth defect microcephaly, and while a vaccine was not available in early-2017, several were under development. In order to study the effects of Zika message framing (gain vs. loss) and visual type (photo vs. infographic) on future Zika vaccine uptake intent, a 2 x 2 between-subjects experiment was performed. Participants were exposed to one of four messages, all resembling Instagram posts: gain-framed vs. loss-framed infographic, and gain-framed vs. loss-framed photo.
There was no interaction between framing and visual type, and there was no effect for framing or visual type on future Zika vaccine uptake intent, which is likely indicative of insufficient dosage of the intervention. However, when focusing on intermediate psychosocial constructs that are known to influence behavior and intent, gain-framed messages were more effective in increasing subjective norms as related to a future Zika vaccine, as well as perceived benefits and self-efficacy.

Authors

• Jeanine Patricia Drost Guidry, Virginia Commonwealth U

• Kellie Carlyle, Virginia Commonwealth U

• Jessica LaRose, Virginia Commonwealth U

• Pau Perrin, Virginia Commonwealth U

• Mark Ryan, Virginia Commonwealth U

• Marcus Messner, Virginia Commonwealth U