The effects of framing and action instructions on whether older adults obtain flu shots.
The authors tested the effects of cues to action--messages intended to increase flu immunizations. North Dakota counties were randomly assigned to reminder letters, action letters, or no letters. Within the reminder-letter counties, Medicare recipients received either (a) a reminder from the state peer review organization (PRO) to obtain a flu shot or (b) a reminder from the PRO, framed either in terms of the loss associated with failing to get a shot or (c) the benefits associated with getting a shot. Within the action-letter counties, Medicare recipients leaned where and when to receive a flu shot. Reminder type failed to differentially affect the immunization rate (overall M = 24.5%). However, the action messages worked better (28.2%) than no message (19.6%).
McCaul
Kevin D
KD
Department of Psychology, North Dakota State University, Fargo 58105, USA. kevin.mccaul@ndsu.nodak.edu
Johnson
Rebecca J
RJ
Rothman
Alexander J
AJ
D000368:Aged; D005260:Female; D006801:Humans; D007114:Immunization / Q000706:statistics & numerical data*; D007252:Influenza Vaccines / Q000008:administration & dosage / Q000600:supply & distribution; D007251:Influenza, Human / Q000517:prevention & control*; D008297:Male; D009658:North Dakota; D010342:Patient Acceptance of Health Care; D011177:Postal Service; D017010:Reminder Systems; D040241:Social Marketing
D007252:Influenza Vaccines