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| ID | Type | Description | Link |
|---|---|---|---|
| 1U48DP006883-01 | U.S. NIH Grant/Contract | View source |
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The goal is to identify the most impactful strategies for capturing attention and enhancing effectiveness of vaccine promotion messages. This will be done using an online survey that employs remote eye-tracking and self report measures to evaluate response to sample vaccine promotion social media content in rural populations in New England. Participants will be randomly assigned into one of 14 conditions in a 2(source: expert vs. influencer) by 7 (themes: constructs from 7C Vaccine Framework) experiment and view sample messages and then answer questions about their attitudes and beliefs while being monitored for eye-tracking.
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| Label | Type | Description | Intervention Names |
|---|---|---|---|
| Arm 1: Peer message, 7C Construct 1 | Experimental | This arm will include messages with a "peer" influence as the source and the construct of "confidence" as the message. |
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| Arm 2: Professional source, 7C Construct 1 | Experimental | This arm will include messages with a "professional" influencer as the source and the construct of "confidence" as the message. |
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| Arm 3: Peer message, 7C Construct 2 | Experimental | This arm will include messages with a "peer" influence as the source and the construct of "complacency" as the message. |
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| Arm 4: Professional message, 7C Construct 2 | Experimental | This arm will include messages with a "professional" influence as the source and the construct of "complacency" as the message. |
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| Arm 5: Peer message, 7C Construct 3 | Experimental | This arm will include messages with a "peer" influence as the source and the construct of "constraints" as the message. |
| Name | Type | Description | Arm Group Labels | Other Names |
|---|---|---|---|---|
| Exposure to source and message content | Behavioral | Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs. |
| Measure | Description | Time Frame |
|---|---|---|
| Source credibility | Participants' perception of the credibility of the message source will be assessed using a 7-point Likert scale measured across four items. Participants will be asked to rate the following four items on this scale: To what extent do you believe the source of the message to be… (1=not at all, 7=very much so)
Unit of measure: Scale score 1-7, mean | Immediately after viewing each message |
| Perceived Message Effectiveness | Perceived message effectiveness will be measured using six items (worth remembering, grabs attention, powerful, informative, meaningful, convincing), each rated on a 7-point Likert scale. The outcome will be the mean of these six ratings for each participant, then averaged by experimental condition. To what extent is… (1=not at all, 7=very much so)
| Immediately after viewing each message |
| Visual attention | Visual attention, quantified as mean dwell time in milliseconds, will be measured using remote eye-tracking while participants view vaccine promotion messages. Dwell time will be calculated for pre-specified Areas of Interest (AOIs) during the message viewing period. Higher dwell times indicate greater visual attention to the AOIs. Unit of measure: mean dwell time in milliseconds per message | During message viewing ( immediately post-randomization, prior to completion of post-message survey) |
| Message reactance | Reactance will be assessed using four items (irritated, angry, annoyed, aggravated), rated 0 ("None of this feeling") to 4 ("A great deal of this feeling"). The mean reactance score will be calculated for each participant. How much did this message make you feel the following way? Response options: 0 (None of this feeling) to 4 (A great deal of this feeling).
Unit of Measure: Scale score (0-4, mean across items) |
| Measure | Description | Time Frame |
|---|---|---|
| Vaccine perceptions | Vaccine perceptions will be measured using an 8-item scale, administered pre- and post-message exposure. Items are rated from 1 (Strongly disagree/very negative) to 7 (Strongly agree/very positive). Higher scores indicate more positive vaccine perceptions. The outcome will be the mean change in score from pre- to post-exposure. Unit of Measure: Scale score (1-7, mean change) |
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Inclusion Criteria:
Exclusion Criteria:
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| Name | Role | Phone | Extension | |
|---|---|---|---|---|
| Grace W Ryan, PhD, MPH | Contact | 508-859-0179 | grace.ryan1@umassmed.edu |
| Name | Affiliation | Role |
|---|---|---|
| Grace W Ryan, PhD, MPH | University of Massachusetts, Worcester | Principal Investigator |
| Facility | Status | City | State | ZIP | Country | Contacts |
|---|---|---|---|---|---|---|
| University of Massachusetts Chan Medical School | Recruiting | Worcester | Massachusetts | 01605 | United States |
Per the data management plan, datasets and codebooks will be provided to individual researchers upon reasonable request.
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Participants will be assigned to one of 14 conditions and view two messages within each.
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| Arm 6: Professional message, 7C Construct 3 | Experimental | This arm will include messages with a "professional" influencer as the source and the construct of "constraints" as the message. |
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| Arm 7: Peer message, 7C Construct 4 | Experimental | This arm will include messages with a "peer" influencer as the source and the construct of "calculation" as the message. |
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| Arm 8: Professional message, 7C Construct 4 | Experimental | This arm will include messages with a "professional" influencer as the source and the construct of "calculation" as the message. |
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| Arm 9: Peer message, 7C Construct 5 | Experimental | This arm will include messages with a "peer" influencer as the source and the construct of "collective responsibility" as the message. |
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| Arm 10: Professional message, 7C Construct 5 | Experimental | This arm will include messages with a "professional" influencer as the source and the construct of "collective responsibility" as the message. |
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| Arm 11: Peer message; 7C Construct 6 | Experimental | This arm will include messages with a "peer" influencer as the source and the construct of "compliance" as the message. |
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| Arm 12: Professional message, 7C Construct 6 | Experimental | This arm will include messages with a "professional" influencer as the source and the construct of "compliance" as the message. |
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| Arm 13: Peer message, 7C Construct 7 | Experimental | This arm will include messages with a "peer" influencer as the source and the construct of "conspiracy" as the message. |
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| Arm 14: Professional message, 7C Construct 7 | Experimental | This arm will include messages with a "professional" influencer as the source and the construct of "conspiracy" as the message. |
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| Immediately after viewing each message |
| Information sharing intentions | Description: Assessed with 6 items regarding interpersonal and online sharing, rated 1 (Strongly disagree) to 5 (Strongly agree). The mean score across items will be reported per participant and per condition. Rate with the following statements on a scale from 1 (Strongly disagree) to 5 (Strongly agree). Interpersonal setting
Unit of Measure: Scale score (1-5, mean across items) | Immediately after viewing each message |
| Assessed at baseline (prior to message exposure) and immediately post-intervention (after message exposure) |