Relative Persuasiveness of Gain- Versus Loss-Framed Human Papillomavirus Vaccination Messages for the Present- and Future-Minded

This research examines how young adults' attitudes toward human papillomavirus (HPV) vaccination and their intentions to get the vaccine are influenced by the framing of health messages (gain vs. loss) and time orientation (i.e., the extent to which people value immediate vs. distant consequences of their decisions). Results of an experiment showed an overall persuasive advantage for loss-framed messages. Attitudes and behavioral intentions toward HPV vaccination were found to be more favorable among future-minded individuals. Moreover, an interaction between framing and time orientation was found to predict persuasive outcomes. Present-minded participants responded more favorably to the loss-framed message, whereas future-minded participants were equally persuaded by both frames. Implications of the findings for vaccine risk communication are discussed.