When we increase fear,do we dampen hope? Using narrative persuasion to promote human papillomavirus vaccination in China

Abstract

This study examines the use of narrative persuasion in promoting human papillomavirus vaccination. Compared to non-narrative message, the narrative message increased perceived severity of human papillomavirus, which influenced vaccination intention through heightened fear. The narrative message also dampened hope and subsequently decreased vaccination intention. This research attests to the effectiveness of narrative persuasion in vaccination promotion, but also offers important caveat for message design—egocentric efficacy information is crucial in narrative persuasion designed to motivate preventive health behaviors.

Keywords

China fear hope HPV vaccination narrative persuasion

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