McGlone Matthew S, Stephens Keri K, Rodriguez Serena A, Fernandez Maria E
The University of Texas at Austin, Moody College of Communication, Center for Health Communication, United States.
The University of Texas at Austin, Moody College of Communication, Center for Health Communication, United States.
Vaccine. 2017 Aug 3;35(34):4295-4297. doi: 10.1016/j.vaccine.2017.06.080. Epub 2017 Jun 30.
Vaccination reminders must both inform and persuade, and text messages designed for this purpose must do so in 160 characters or less. We tested a strategy for improving the impact of HPV vaccination text message reminders through strategic wording. In an experiment conducted in community settings, 167 Spanish-speaking Latina mothers reviewed text message reminders that assigned the cause or "agency" for HPV transmission to their daughters or the virus, and assigned protection agency to the mothers or the vaccine. Reminder messages framing transmission as an action of the virus prompted mothers to perceive the threat as more severe than messages describing their daughters as the cause. Assigning transmission agency to the virus also held a persuasive advantage in boosting mothers' intentions to seek vaccination, particularly when the message cast mothers as agents of protection rather than the vaccine.
疫苗接种提醒必须兼具告知和劝说功能，为此设计的短信必须在160个字符以内。我们测试了一种通过策略性措辞来提高人乳头瘤病毒（HPV）疫苗接种短信提醒效果的策略。在社区环境中进行的一项实验里，167位讲西班牙语的拉丁裔母亲查看了短信提醒，这些提醒将HPV传播的原因或“动因”归于她们的女儿或病毒，并将保护动因归于母亲或疫苗。将传播描述为病毒的行为的提醒信息，促使母亲们比那些将女儿描述为传播原因的信息更强烈地感知到威胁。将传播动因归于病毒在促使母亲们寻求接种疫苗的意图方面也具有说服优势，尤其是当信息将母亲们塑造为保护者而非疫苗时。
