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 language | English |
|---|---|
| Pages (from-to) | 365-374 |
| Number of pages | 10 |
| Journal | Psychological Reports |
| Volume | 112 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2013 Apr 1 |
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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 journal › Article
}
TY - JOUR
T1 - Persuasiveness of online flu-vaccination promotional banners
AU - Chien, Yu-Hung
PY - 2013/4/1
Y1 - 2013/4/1
N2 - 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.
AB - 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.
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UR - http://www.scopus.com/inward/citedby.url?scp=84878215901&partnerID=8YFLogxK
U2 - 10.2466/01.13.PR0.112.2.365-374
DO - 10.2466/01.13.PR0.112.2.365-374
M3 - Article
C2 - 23833868
AN - SCOPUS:84878215901
VL - 112
SP - 365
EP - 374
JO - Psychological Reports
JF - Psychological Reports
SN - 0033-2941
IS - 2
ER -