Now or future? Analyzing the effects of message frame and format in motivating Chinese females to get HPV vaccines for their children.

OBJECTIVE: This study aims to examine the impacts of gain vs. loss-framed messages and narrative messages on Chinese women's intentions to get HPV vaccines for their children.

METHODS: A survey experiment was conducted among Chinese females (N = 453) assessing their responses to 3 types of messages (i.e. gain-framed, loss-framed and narrative) designed to promote HPV vaccination.

RESULTS: No main effect was found for message types, but loss-framed message slightly increased vaccination intention. Time orientation moderated the relationship between message framing and vaccination intention.

CONCLUSION: Narrative message works better among present-minded individuals, whereas gain-framed message was more persuasive for future-minded individuals. Integration of message frames (gain vs. loss) and message type (narrative vs. non-narrative) is recommended for future research.

PRACTICE IMPLICATIONS: Narrative persuasion could be an effective tool in promoting health behaviors especially among present-minded individuals, or when the consequences of health decisions are temporally distant.