Building upon extant research on temporal framing effect (i.e., relative persuasiveness of present- vs. future-oriented messages), this study investigates whether temporal framing effect differs for narrative versus non-narrative messages in the context of promoting human papillomavirus (HPV) vaccination among young adults. Results of a controlled experiment (N = 416) indicated that a present-oriented (vs. future-oriented) message led to more favorable attitudes and stronger intentions and perceived vaccine efficacy when the messages were presented in a narrative format, whereas a future-oriented (vs. present-oriented) message resulted in similar attitudes, intentions, and perceived vaccine efficacy when the messages were presented in a non-narrative format. Theoretical and practical implications of the findings are discussed.
Bibliographical notePublisher Copyright:
© The Author(s) 2016.
All Science Journal Classification (ASJC) codes
- Language and Linguistics
- Linguistics and Language