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APHA Scientific Session and Event Listing

Thomas F. Gordon, PhD, Sarah B. Bass, PhD, MPH, and Sheryl Burt Ruzek, PhD, MPH. Department of Public Health, Temple University, 1700 North Broad Street, Suite 304, Philadelphia, PA 19122, 215-204-1366, thomas.gordon@temple.edu

Perceptual mapping is a tool to create 3-D models that represent how a group conceptualizes elements -- in this case the perceived risks and benefits of smallpox vaccination. The use of message vector analysis is a way to tailor the design of message strategies around the target groups' conceptual structures based on these perceptual maps. This session will illustrate the mapping and message vector process in the design of messages to promote smallpox vaccination among a select sample of ER physicians and nurses across six hospitals in the Philadelphia area (n=50). They were asked to rate their willingness to be vaccinated under four scenarios: (1) today, (2) if another terror attack happened in the US, (3) if a smallpox attack happened in the US, and (4) if a smallpox attack happened locally. The perceptual maps reveal shifts in how respondents judge the risks and benefits of vaccination prior to vs. during an event. For instance, having a credible source, such as a major hospital in the area, endorse vaccination was very important in the first two scenarios but not as important if a smallpox threat actually occurred. In addition, feeling a need to help in a disaster becomes more important the closer the attack has occurred to the respondent. The resulting perceptual maps could assist public health planners to devise risk communication strategies that can be tailored to the audience and situation. This could be vitally important if a smallpox event occurred and healthcare workers needed to be quickly vaccinated.

Learning Objectives:

• Learn about perceptual mapping methodologies and how they can be applied to developing risk communication messages.
• Identify how healthcare workers feel about smallpox vaccination and what issues are important to them.
• Recognize that those issues differ as the scenario changes, i.e. if they will be vaccinated today vs. if a smallpox case was confirmed in their area.

Keywords: Risk Communication, Disasters

Presenting author's disclosure statement:

Not Answered