A Complex Calculus: How Message Format and Processing Route Coordinate to Influence HPV Vaccination Message Persuasiveness Among Young Adults

Human papillomavirus (HPV) infection may lead to cancer and genital warts yet can be prevented by a safe and effective vaccine recommended for individuals up to 26 years old. HPV vaccination rates remain low among college aged adults that represent a catch-up population still eligible to receive the HPV vaccine. This present study is a theory-based investigation employing the Heuristic Systematic Model to explore the effect of message format and processing route on attitude and behavioral intention in the context of HPV vaccination. Undergraduate students aged 17-26 years old (N = 261) from various majors (e.g., STEM, social sciences, humanities) participated in the study. An online message exposure experiment randomly assigned participants one of three messages in different message formats (i.e., accessible, scientific jargon, scientese) promoting HPV vaccination to examine the persuasive potential of clearly worded messages (i.e., accessible message), appropriately used scientific language (i.e., jargon message) and inappropriately used scientific terminology (i.e., scientese message) and the effect of processing route on attitude and behavioral intention pertaining to HPV vaccination. Additionally, the potential impact of scientific literacy was investigated. The three experimental conditions were compared to the control condition that corresponded to no message exposure. Quantitative data analyses revealed the scientese message was associated with higher intention to receive the HPV vaccine than the simply worded message among systematic processors only. Further, systematic processing was related to more favorable attitude toward the message and greater intention to obtain the vaccine. Findings of the current study can help inform future message development to design targeted persuasive messages aiming to encourage vaccination in an effort to augment HPV vaccination rates among the catch-up population

Changing the Culture of Opioid-Related Messaging in Florida: A Formative Research Approach

Though expanding in negative impact for decades, the opioid epidemic, including heroin use, has reached public health emergency status in the United States. Heroin is not used only by the most intense drug users, but becoming more common place (Hirschfeld Davis, 2017). It is essential to better understand how young adults perceive heroin prevention, intervention, and treatment so the most effective campaign messages can be constructed to assist them. This paper presents data from four focus groups (N=24) in Orlando, Florida to better gauge young adult knowledge regarding heroin and obtain specific recommendations to successfully inform future messaging. Results suggest social media platforms are preferred channels for information dissemination, and both sources and formats of information vary based on message intention (i.e., prevention, intervention, treatment). Individuals with heroin-related experiences (e.g., family members) and physicians are preferred sources, and participants indicated statistical information, immersive testimonial stories, and brief videos are their preferred formats. Overall, results indicate social media platforms may represent a fruitful pathway for heroin-related messaging to young adults