ABSTRACT

This research examines the influence of norm-based messages (positively worded descriptive vs. negatively worded descriptive vs. injunctive vs. basic information) on intentions and risk perceptions about receiving human papillomavirus (HPV) vaccination among young adults aged 18–29. Results from an experiment show that compared to the basic information condition, additional exposure to injunctive normative messages increased intention to seek further information about HPV vaccination, which in turn enhanced intention to get the vaccine. Negatively worded descriptive normative messaging should be used with caution since it resulted in the highest risk perceptions of the HPV vaccine, compared to positively worded descriptive norms and basic information messages. Theoretical and practical implications are further discussed.

摘要

本研究调查了基于规范的信息（正面描述性与负面描述性、禁令性与基本信息）对 18-29 岁年轻人接种人乳头瘤病毒 (HPV) 疫苗的意图和风险认知的影响。实验结果表明，与基本信息条件相比，额外接触禁令规范信息会增加寻求有关 HPV 疫苗接种的进一步信息的意愿，从而增强获得疫苗的意愿。应谨慎使用消极措辞的描述性规范信息，因为与积极措辞的描述性规范和基本信息信息相比，它会导致对 HPV 疫苗的最高风险认知。进一步讨论了理论和实践意义。