Background: Most cases of cervical cancer are associated with human papillomavirus (HPV) types 16 and 18. This study examined the effect of message framing on mother's intentions to obtain HPV vaccination for their teenage daughters and investigated predictors of HPV vaccination intentions.
Methods: Seventy-two mothers of daughters in the 8-16-year age group were randomly assigned to read either a gain-framed (describing the benefits of receiving the vaccine) or a loss-framed (describing the costs of not receiving the vaccine) message and completed measures assessing their intention to have their daughter/s vaccinated, normative beliefs, attitudes and perceived behavioural control.
Conclusions: Awareness of HPV was low but intentions to vaccinate were high. There was no effect of message frame on vaccination intentions. Attitudes towards HPV vaccination and the influence of both peers and medical professionals are important factors in HPV vaccine acceptability.