The goal of this study is to determine the effects of message framing (gain vs. loss) on African American parents' acceptance of the HPV vaccine and how such effects are moderated by parents' salient beliefs prior to message exposure. Participants are randomized into gain and loss conditions in which they view either gain-framed or loss-framed HPV vaccination messages. Key outcome variables include parents' attitudes and intentions toward vaccinating their children against HPV.

The goal of this study is to determine the effects of message framing (gain vs. loss) on African American parents' acceptance of the HPV vaccine and how such effects are moderated by parents' salient beliefs prior to message exposure. Participants recruited from local communities and online panels will complete a computer-assisted survey. In the survey participants will first answer questions related to their beliefs about HPV and the HPV vaccine (e.g., perceived susceptibility, perceived severity, perceived efficacy, perceived safety, etc.), as well as other background information. Then they will be presented with either a gain-framed or loss-framed human papillomavirus vaccination message. After the message exposure, they will answer questions related to their attitudes toward HPV vaccination, intentions to vaccinate their children, as well as other message response measures. Eligible participants are at least 21 years old, self-identify as African American, and are custodial parents or caretakers of at least one child ages 9-17 who has not initiated the HPV vaccine series.

Inclusion Criteria:

• 18 years or older
• Self-identify as African American
• Custodial parent or caretaker of at least one child under the age of 18 who has not been fully vaccinated against HPV.
• Has access to Internet to complete the study

Exclusion Criteria:

• Younger than 18 years
• Does not self-identify as African American
• Not a custodial parent or caretaker of at least one child under the age of 18 who has not been fully vaccinated against HPV.
• Has no access to Internet to complete the study

Deaths and/or adverse events were not monitored/assessed as this was an online study where participants completed the survey on their own computer at a location of their choice.

The online survey-experiment may not fully reflect how individuals typically encounter health messages in the real world. There is concern about ecology validity. Also the long-term effects of message exposure were not determined.