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Framing And Visual Type: Effect On Future Zika Vaccine Uptake Intent, Jeanine P.D. Guidry, Kellie E. Carlyle, Jessica G. Larose, Paul Perrin, Mark Ryan, Marcus Messner, Jay Adams
Framing And Visual Type: Effect On Future Zika Vaccine Uptake Intent, Jeanine P.D. Guidry, Kellie E. Carlyle, Jessica G. Larose, Paul Perrin, Mark Ryan, Marcus Messner, Jay Adams
Richard T. Robertson School of Media and Culture Publications
Introduction: The Zika virus is associated with the birth defect microcephaly, and while a vaccine was not available in early- 2017, several were under development. This study’s purpose was to identify effective communication strategies to promote uptake of a new vaccine, particularly among women of reproductive age.
Design and methods: In order to study the effects of Zika message framing (gain vs. loss) and visual type (photo vs. infographic) on future Zika vaccine uptake intent, a 2×2 between-subjects experiment was performed via an online survey in 2017 among 339 U.S. women of reproductive age (18-49 years). Participants were …