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Latinas’ Level of Acculturation as a Moderator of Narrative Persuasion and Compliance With HPV Vaccination Messages

Fri, May 26, 15:30 to 16:45, Hilton San Diego Bayfront, Floor: 3, Aqua 310AB

Abstract

This study investigated the role played by level of acculturation in the mechanism underlying the effect of narrative persuasion on health-related outcomes. A random sample of 186 Mexican American females was exposed either to a narrative specifically designed to increase Human papillomavirus (HPV) vaccine uptake or an equivalent nonnarrative film. Consistent with previous studies, the results showed that, compared to a nonnarrative stimulus, exposure to a fictional story increased transportation and HPV intentions. When treating acculturation as a moderator, stronger and more consistent effects emerged for less-acculturated Latinas, which were explained by a shift in descriptive and injunctive norms regarding HPV vaccine uptake. Conversely, normative beliefs were less salient for acculturated individuals for whom transportation was a better predictor of narrative effects. These findings extend the discussion on health communication through storytelling by calling attention to the importance of cultural factors in the framework of narrative persuasion.

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