Storys of (not) vaccinating : Impact of narrative messages and different types of benefits on vaccination intentions

Previous studies have shown that narratives are effective in promoting vaccination intentions. Furthermore, focusing on social benefits was also found to be more effective than focusing on individual benefits. This study investigates the use of a combination of narratives and social benefits in promoting human papillomavirus vaccination. In a 2x2 experiment, participants were provided with one of four different messages about the Human Papillomavirus (HPV). The messages were either in a narrative or non-narrative format and focused on social benefits or individual benefits. It was predicted that narratives and social benefits would lead to higher vaccination intentions than their counterparts. The study included 161 participants from Germany and the Netherlands. Results revealed no difference in vaccination intentions between the four conditions. However, the majority of participants knew of the vaccine before the study, and vaccination intentions were generally high. Because of these ceiling effects, it is hard to generalize the results. Nonetheless, this study gave some important insight into a relevant demographic group. Furthermore, it identified an important field of research and provided important considerations for future studies.