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Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in...
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Framing messages for vaccination supporters.

Sacha Altay1, Hugo Mercier1

  • 1Department of Cognitive Studies.

Journal of Experimental Psychology. Applied
|April 10, 2020
PubMed
Summary

Framing vaccine messages positively increases their plausibility and willingness to share, boosting positive vaccination attitudes. This research highlights the impact of message framing on public health communication strategies.

Area of Science:

  • Social Psychology
  • Public Health Communication
  • Behavioral Science

Background:

  • Effective vaccine communication is vital for maintaining immunization rates.
  • Provaccination individuals, often overlooked, can influence others through informal discussions.
  • Message plausibility, memorability, and shareability are key for effective communication.

Purpose of the Study:

  • To investigate how message valence (positive/negative) and rhetorical orientation (pro/antivaccine) affect provaccination individuals' perception and transmission of vaccine information.
  • To determine the impact of message framing on vaccination attitudes.

Main Methods:

  • Conducted 7 online experiments with 2,761 provaccination participants in the US and UK.
  • Tested the effects of statement valence and rhetorical orientation on message plausibility, willingness to transmit, and recall.

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  • Measured changes in vaccination attitudes post-exposure to framed messages.

    • Main Results:

    • Positively framed statements were perceived as more plausible and increased willingness to transmit information.
    • Message framing significantly influenced participants' eagerness to share information, with one framing inducing reluctance.
    • Exposure to positively framed statements led to more positive vaccination attitudes.
    • Rhetorical orientation had minimal impact; valence was the dominant framing factor.

    Conclusions:

    • Message valence is a critical factor in designing effective public health communication for vaccination.
    • Positive framing enhances message transmission and positively influences vaccination attitudes among provaccination individuals.
    • Public health strategies should leverage framing effects to optimize vaccine communication and improve immunization coverage.