Impact of framing on intentions to vaccinate daughters against HPV: a cross-cultural perspective

Ann Behav Med. 2011 Oct;42(2):221-6. doi: 10.1007/s12160-011-9273-1.


Background: Effective promotion of the human papilloma virus (HPV) vaccine across ethnic/racial groups may help curtail disparities in cervical cancer rates.

Purpose: This study aims to investigate mothers' intentions to vaccinate daughters against HPV as a function of message framing (gain versus loss) across three cultural groups: Hispanic, non-Hispanic white, and non-Hispanic African-American.

Methods: One hundred fifty mothers were recruited from city department of health clinics and asked to respond to information about the HPV vaccine for their daughters. In a repeated-measures experiment, two different frames (gain and loss) were used to present the information.

Results: The results indicated that both frames are equally effective in promoting vaccination intentions in non-Hispanic white mothers. Conversely, a loss frame message was more effective in non-Hispanic African-American and Hispanic mothers.

Conclusions: Information sharing campaigns, aimed at promoting the HPV vaccine among ethnic minority groups should be modified to not focus exclusively on the benefits of vaccination.

Publication types

  • Research Support, N.I.H., Extramural

MeSH terms

  • Adult
  • Black or African American / psychology
  • Child
  • Consumer Health Information / methods*
  • Cross-Cultural Comparison*
  • Female
  • Hispanic or Latino / psychology
  • Humans
  • Intention*
  • Mother-Child Relations*
  • Nuclear Family*
  • Vaccination / psychology*
  • White People / psychology