The Interplay between Framing and Regulatory Focus in Processing Narratives about HPV Vaccination in Singapore

• In Event: Framing Effects in Health Communication

Abstract

This study examined whether regulatory focus changes the effects of gain- and loss-framed narratives at promoting HPV vaccination in the Asian context. We conducted a quasi-experiment in which participants read either a gain- or loss-framed narrative and measured participants’ regulatory focus as a moderator. The result showed an overall advantage of a loss-framed narrative over a gain-framed in producing transportation and emotional responses toward the narrative, which may in turn lead to increased vaccination intentions. This pattern was more pronounced among those high in prevention or promotion focus, with self-referent emotions being the primary mediated moderator transferring the interactive effect onto vaccination intentions. We discuss the theoretical and practical implications of these findings.

Authors

• Hye Kyung Kim, Nanyang Technological U

• Tae Kyoung Lee, University of Utah

• Wei Yi Kong, Nanyang Technological U