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Health Education & Behavior
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*Childhood Immunization
*Immunization
*Pregnancy
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Positive versus Negative Framing of a Hypothetical Infant Immunization: The Influence of Involvement

Robert J. Donovan, PhD

Graduate School of Management, and codirector of the Health Promotion Evaluation Unit, a joint undertaking of the Graduate School of Management and the Department of Public Health at the University of Western Australiardonovan{at}ecel.uwa.edu.au

Geoffrey Jalleh, MPH

Health Promotion Evaluation Unit in the Department of Public Health at the University of Western Australia

Framing studies dealing with health messages show mixed results, although a tendency in favor of negative framing. Involvement has been hypothesized to account for these conflicting results. The authors selected a realistic issue (immunization of infants) deemed high or low involving depending on the respondent’s circumstances: women with an infant or who were pregnant or intending to get pregnant in the next 12 months were deemed to be high involved; women in none of these categories were deemed to be low involved. A convenience sample of adult women was presented with a hypothetical "new" immunization that protected infants against respiratory complaints such as bronchitis and pneumonia. Side effects (the common flu) were framed positively (90% chance of no side effects) or negatively (10% chance of side effects). The authors found positive framing to be superior for low-involved respondents, but there was no framing effect for high-involved respondents.

Health Education & Behavior, Vol. 27, No. 1, 82-95 (2000)
DOI: 10.1177/109019810002700108
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