Threat vs. Efficacy Messages: An Analysis of the HPV Vaccination Campaign

• In Event: Scholar to Scholar VI
  In Scholar to Scholar Session: Perceptions of risk in health decision making

Abstract

Content analysis was used to assess the extent to which the Gardasil vaccination campaign included messages about the human papillomavirus (HPV) that, according to Witte’s (1992) extended parallel processing model (EPPM) would prompt mothers and young women to not only understand their risks of contracting HPV, but also feel able to respond to the threat. The study revealed that there was a general lack of balance in coverage of threat and efficacy components.

Author

• Prisca S. Ngondo, Texas Tech University