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JCOM 3320: Strategic Research Methods in Public Relations: Search Journals
Among various efforts to address vaccine hesitancy and foster vaccine confidence, evidence-based communication strategies are critical. There are opportunities to consider the role of emotion in communication efforts. In this commentary, we highlight several ways negative as well as positive emotions may be considered and leveraged.
Study findings highlight the need for improved communication about sex and general preventive health care between young adults, their parents and health providers, including the campus health services centre. Findings point to the importance of appropriate health care messaging at the time of the HPV vaccine (if given in adolescence) throughout college.
Although previous research has studied HPV-related health communication strategies using various framing techniques, the goal of this study is to test how two unique message frames--whether mentioning HPV as an STI and whether to attribute the cause of infection as external or internal-- would influence young adults' intentions to receive the recommended HPV vaccine. Results indicate that gender and causal attribution framing influenced participants' intentions to receive the HPV vaccine.
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