Persuasiveness of online flu-vaccination promotional banners

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

Young people appear to have relatively little motivation to participate in flu-vaccination programs. This study assessed the effectiveness of online banners in efforts to persuade young people to get vaccinated. Specifically, a 2 × 3 between-subjects factorial design was used to examine the effects of message framing (gain vs loss) and color configuration (white text on a red background, black text on a yellow background, and white text on a blue background) on 180 college students' perceptions of the persuasiveness of flu-vaccination promotional banners. Each participant completed a four-item questionnaire, and the results of an analysis of variance showed that persuasiveness scores were higher among participants exposed to a loss-framed than to a gain-framed message, but only when the lossframed message was presented in white text on a red background. The theoretical and practical implications of manipulating these two factors in the development of effective health-promotion materials are discussed.

Original languageEnglish
Pages (from-to)365-374
Number of pages10
JournalPsychological Reports
Volume112
Issue number2
DOIs
Publication statusPublished - 2013 Apr 1

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Vaccination
Health Promotion
Analysis of Variance
Color
Students
Surveys and Questionnaires

ASJC Scopus subject areas

  • Psychology(all)

Cite this

Persuasiveness of online flu-vaccination promotional banners. / Chien, Yu-Hung.

In: Psychological Reports, Vol. 112, No. 2, 01.04.2013, p. 365-374.

Research output: Contribution to journalArticle

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