Positive versus negative framing of a hypothetical infant immunization: the influence of involvement.
Framing studies dealing with health messages show mixed results, although a tendency in favor of negative framing. Involvement has been hypothesized to account for these conflicting results. The authors selected a realistic issue (immunization of infants) deemed high or low involving depending on the respondent's circumstances: women with an infant or who were pregnant or intending to get pregnant in the next 12 months were deemed to be high involved; women in none of these categories were deemed to be low involved. A convenience sample of adult women was presented with a hypothetical "new" immunization that protected infants against respiratory complaints such as bronchitis and pneumonia Side effects (the common flu) were framed positively (90% chance of no side effects) or negatively (10% chance of side effects). The authors found positive framing to be superior for low-involved respondents, but there was no framing effect for high-involved respondents.
Donovan
R J
RJ
Graduate School of Management, Department of Public Health at the University of Western Australia, Nedlands. rdonovan@ecel.uwa.edu.au
Jalleh
G
G
D000293:Adolescent; D000328:Adult; D000704:Analysis of Variance; D001294:Attitude to Health; D002675:Child, Preschool; D003657:Decision Making; D005163:Factor Analysis, Statistical; D005260:Female; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007114:Immunization / Q000009:adverse effects; D008875:Middle Aged; D017145:Models, Educational; D008960:Models, Psychological; D009035:Mothers / Q000193:education* / Q000523:psychology*; D009042:Motivation; D010349:Patient Compliance / Q000523:psychology / Q000706:statistics & numerical data; D011247:Pregnancy / Q000523:psychology*; D011336:Probability; D011795:Surveys and Questionnaires