title: Persuasiveness of online flu-vaccination promotional banners.
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 x 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 loss-framed 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.
authors.affiliation: Department of Technology Application and Human Resource Development, National Taiwan Normal University, Taipei. roland.chien@ntnu.edu.tw
authors.forename: Yu-Hung
authors.initials: YH
authors.lastname: Chien
mesh_terms: D001288:Attention; D003118:Color Perception; D003906:Developing Countries; D005260:Female; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D053118:Influenza A Virus, H1N1 Subtype; D007252:Influenza Vaccines / Q000008:administration & dosage*; D007251:Influenza, Human / Q000517:prevention & control* / Q000523:psychology*; D020407:Internet; D008297:Male; D009042:Motivation; D010342:Patient Acceptance of Health Care / Q000523:psychology*; D010565:Persuasive Communication; D011932:Reading; D013334:Students / Q000523:psychology; D013360:Subliminal Stimulation; D013624:Taiwan; D014473:Unconscious, Psychology; D055815:Young Adult
chemical_list: D007252:Influenza Vaccines