Other-oriented framing as a strategy for vaccine promotion: Messages emphasizing benefits to others show promise for increasing intentions

Health officials have become increasingly concerned about the possibility of a pandemic of avian influenza, which could occur if the virus becomes more easily transmissible between humans. Several drug companies currently have vaccines in development in case such an outbreak does occur. However, adult vaccine compliance has historically been low. One strategy health promoters can consider in the context of infectious diseases is to emphasize the message that getting vaccinated not only protects the person receiving the immunization, but also loved ones, and even unknown others to whom the disease could be spread. A framing study was conducted to test the effects of using vaccine promotion messages that emphasize these types of other-oriented benefits, compared to messages about the self. Through the on-line survey company Knowledge Networks, a five-minute experiment was conducted with a nationally representative sample (N=244). Subjects were randomized to one of three conditions: self, loved ones, or society. The manipulation had significant main effects on intentions to get the vaccine if it were available at low cost (F=3.44, p<.05) and on intentions to seek information about the vaccine (Welch=3.74, p<.05). Surprisingly, messages about benefits to unknown others or society were just as effective as those about loved ones. The results were replicated in a group of 18-26 year olds (n=22) in the context of the HPV vaccine. Those in the society and other conditions were more likely to intend to get vaccinated than those who read messages about benefits to their own health (F=4.13, p<.032).