The Relative Persuasiveness of Gain- and Loss-Framed Messages for Promoting Vaccination: A Meta-Analytic Review

Research output: Contribution to journalArticlepeer-review

61 Scopus citations

Abstract

Vaccination against disease is a powerful public health tool, and persuading people to be vaccinated is a correspondingly important challenge. A number of studies have compared the effectiveness of gain-framed and loss-framed appeals in this domain, often expecting gain-framed appeals to be more persuasive. A meta-analytic review (k = 32, N = 11,814), however, finds no significant difference in the persuasiveness of gain- and loss-framed appeals for encouraging vaccination. This conclusion is unaffected by differences in the phrasing of the outcomes invoked or by differences in the specific vaccination advocated. But the results contain a hint that parents might be more persuaded to vaccinate their children by loss-framed than by gain-framed appeals. Implications and directions for future research are discussed.

Original languageEnglish (US)
Pages (from-to)776-783
Number of pages8
JournalHealth Communication
Volume27
Issue number8
DOIs
StatePublished - Nov 1 2012

ASJC Scopus subject areas

  • Health(social science)
  • Communication

Fingerprint Dive into the research topics of 'The Relative Persuasiveness of Gain- and Loss-Framed Messages for Promoting Vaccination: A Meta-Analytic Review'. Together they form a unique fingerprint.

Cite this