Improving attitude and vaccination intention: the case of the Diphtheria-Tetanus-Poliomyelitis (DTP) booster shot

Améliorer l’attitude et l’intention de vaccination: le cas du rappel du vaccin Diphtérie-Tétanos-Poliomyélite (DTP)

V. Plichon (), Laurent Maubisson () and Hélène Saurel
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V. Plichon: UT - Université de Tours, VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Laurent Maubisson: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Hélène Saurel: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours

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Abstract: Between 18 and 25 years old, young adults have to decide by their own for the first time whether or not they wish to get a DTP booster shot. Based on an experiment approach, this study – in which 303 young adults participated – tests the effectiveness of 6 different pro-DTP messages in terms of attitude change and behavioral intention change, using different message framing (gain versus loss) and arguments (getting vaccinated for the sake of one's own health, to protect others, or to respect the law). The results show that, depending on the option, the communication can have either a weak effectiveness or a negative effect by reducing the vaccination intention. Moreover, some message framings generate a sequential route, either affective or cognitive. Finally, the best option is to use a gain-framed message with a legal argument ("Get vaccinated to respect the law").

Keywords: emotions; health communication; informational value; message framing (search for similar items in EconPapers)
Date: 2020-06-01
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Published in Décisions Marketing, 2020, 98 (2), pp.37-63

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02499586

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