title: The efficacy of social role models to increase motivation to obtain vaccination against hepatitis B among men who have sex with men.
abstract: This study assessed the effects of role models in persuasive messages about risk and social norms to increase motivation to obtain hepatitis B virus (HBV) vaccination in men who have sex with men (MSM). MSM at risk for HBV in The Netherlands (N = 168) were recruited online via a range of websites and were randomly assigned to one of four conditions in a 2 (risk communication: yes and no) × 2 (social norms communication: yes and no) factorial design. In each condition, participants subsequently provided self-completed assessments of their perceived risk of HBV infection, perceived social norms regarding HBV vaccination and their intention to obtain vaccination against HBV. Risk communication and social norms communication that used social role models were effective in significantly increasing men's intention to obtain vaccination against HBV. No additive effect was found for a combined message. Mediation analyses showed that communications influenced intention via perceived risk and social norms. Findings extend previous theorizing and research and show that both role model-based risk communication and social norms communication can be effective in increasing intentions to obtain HBV vaccination in MSM. This knowledge contributes to the development of effective health promotion to increase HBV vaccination in MSM.
authors.affiliation: Department of Social and Organizational Psychology, Utrecht University, 3508 TC Utrecht, The Netherlands. r.vet@hva.nl
authors.forename: R
authors.initials: R
authors.lastname: Vet
authors.forename: J B F
authors.initials: JB
authors.lastname: de Wit
authors.forename: E
authors.initials: E
authors.lastname: Das
mesh_terms: D000328:Adult; D001294:Attitude to Health; D006509:Hepatitis B / Q000276:immunology / Q000517:prevention & control* / Q000635:transmission; D017325:Hepatitis B Vaccines / Q000627:therapeutic use*; D018451:Homosexuality, Male; D006801:Humans; D033182:Intention; D020407:Internet; D008297:Male; D009426:Netherlands; D010565:Persuasive Communication; D015397:Program Evaluation; D012309:Risk-Taking; D012919:Social Behavior; D014611:Vaccination / Q000706:statistics & numerical data
chemical_list: D017325:Hepatitis B Vaccines