Journal
PUBLIC RELATIONS REVIEW
Volume 44, Issue 3, Pages 321-330Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.pubrev.2018.02.005
Keywords
Public relations; Health campaigns; Visual effects; Fear appeals; Eye-tracking; HPV vaccination
Categories
Ask authors/readers for more resources
HPV is the most common sexually transmitted disease, and there are alarming global disparities in cervical cancer and HPV vaccination uptake (CDC, 2016a). To inform HPV vaccination public health campaigns, an experiment with a psychophysiological measure (eye-tracking) explores the effects of visual attention to vaccination messages on message recall, informative value, and behavioral intentions. Results indicate 1) visual type affects recall and informative value of vaccination messages as well as intentions to vaccinate; 2) visual attention is negatively related to message recall only when a non-fear visual is used; and 3) visual attention predicts intent to vaccinate only when a fear visual is utilized. These results suggest the use of fear appeals in health, crisis, and risk public relations campaigns may promote performance of recommended safeguarding behaviors.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available