New Research in Health Communication

New Research from Maryland:

Just published in Health Communication--"Influence of Evidence Type and Narrative Type on HPV Risk Perception and Intention to Obtain the HPV Vaccine" by Xiaoli Nan (associate professor), Michael F. Dahlstrom (Iowa State University), Adam Richards (Ph.D. alumnus; Texas Christian University), and Sarani Rangarajan (Iowa State University). http://www.tandfonline.com/doi/full/10.1080/10410236.2014.888629#.U-qt0fZ0xD8

Abstract: This research examines the influence of evidence type (statistical, narrative, or hybrid) and narrative type (first-person or third-person) on risk perception about human papillomavirus (HPV) and behavioral intention to get the HPV vaccine. In total, 174 college students who had not received the HPV vaccine participated in a controlled experiment. Results show that the hybrid message containing both statistical and narrative descriptions of HPV resulted in greater perceived risk of getting HPV than either of the messages containing just one type of evidence‚ÄĒstatistical or narrative. Moreover, the first-person narrative message led to greater risk perception about HPV than the third-person narrative message. Both evidence type and narrative type had an indirect effect on intention to get the HPV vaccine free of cost through HPV risk perception. Implications of the findings for vaccine risk communication are discussed.

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