Abstract
This article investigates the effects of message framing and distraction on older adults' responses to a radio public service announcement (PSA) to promote influenza and pneumococci vaccinations. In detail, it addresses the message impact on recognition, attitudes toward the ad, and information-seeking intentions. The 2 x 2 online experiment was conducted in August 2019 in Germany. 378 participants aged 60 years and above received a radio PSA with either gain- or loss-framed messages (factor 1). Additionally, half of the participants completed a distraction task while listening (factor 2). Gain frames (eta(2)(p) =.02) and a non-distracted reception situation (eta(2)(p) =.04) positively influenced older adults' recognition accuracy. Recognition, in turn, was found to mediate the effect of framing and distraction on the intention to seek further information on the campaign (framing: b = -0.03, distraction: b = 0.05). We conclude that gain-framed radio PSAs are an appropriate tool to raise awareness for a vaccination campaign and its contents, especially when recipients are concentrated while listening to it. We suggest to implement them at the early stages of a health intervention to sensitize people about vaccination, followed by more in-depth information material (e.g., brochures) to create behavior change. (c) 2022 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http:// creativecommons.org/licenses/by/4.0/).
| Dokumententyp: | Zeitschriftenartikel |
|---|---|
| Fakultät: | Sozialwissenschaften > Kommunikationswissenschaft |
| Themengebiete: | 000 Informatik, Informationswissenschaft, allgemeine Werke > 070 Publizistische Medien, Journalismus, Verlagswesen |
| ISSN: | 0264-410X |
| Sprache: | Englisch |
| Dokumenten ID: | 110891 |
| Datum der Veröffentlichung auf Open Access LMU: | 02. Apr. 2024, 07:21 |
| Letzte Änderungen: | 02. Apr. 2024, 07:21 |
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