School of Journalism and Communication, Qingdao University.
Edward R. Murrow College of Communication, Washington State University.
Health Commun. 2021 Nov;36(12):1476-1484. doi: 10.1080/10410236.2020.1770506. Epub 2020 May 26.
This research examines the influence of norm-based messages (positively worded descriptive vs. negatively worded descriptive vs. injunctive vs. basic information) on intentions and risk perceptions about receiving human papillomavirus (HPV) vaccination among young adults aged 18-29. Results from an experiment show that compared to the basic information condition, additional exposure to injunctive normative messages increased intention to seek further information about HPV vaccination, which in turn enhanced intention to get the vaccine. Negatively worded descriptive normative messaging should be used with caution since it resulted in the highest risk perceptions of the HPV vaccine, compared to positively worded descriptive norms and basic information messages. Theoretical and practical implications are further discussed.
本研究考察了基于规范的信息（正面描述性信息、负面描述性信息、规范性信息、基本信息）对 18-29 岁年轻成年人接种人乳头瘤病毒 (HPV) 疫苗的意愿和风险认知的影响。实验结果表明，与基本信息条件相比，额外接触规范性信息会增加寻求 HPV 疫苗接种相关信息的意愿，进而增强接种疫苗的意愿。负面描述性规范性信息需要谨慎使用，因为与正面描述性规范信息和基本信息相比，它会导致对 HPV 疫苗的最高风险认知。进一步讨论了理论和实践意义。
