The Influence Of Emotions And Health Information Frames On The Willingness To Receive HPV Vaccinatio

As one of the most common gynecologic malignancies,cervical cancer is a serious threat to women’s lives and health.In view of this,increasing the HPV vaccination rate is of great practical importance to reduce the infection rate and mortality of cervical cancer.However,although studies have found that the construction of different health message frames can influence health communication effects and thus change the health behaviors of the general public,it is controversial how health message frames affect individual health behaviors and the underlying mechanisms and boundary conditions conditions.In this study,from the perspective of health communication,we designed cervical cancer and HPV vaccine message materials with different health message frames(gain vs.damage)based on theories such as frame theory,emotion maintenance theory,and fuzzy trace theory.Using a 2(emotion type: happy emotion/fearful emotion)× 2(information frame: gain frame/damage frame)two-factor between-subjects design,we examined the effects of emotional state and health information frames on individual health behavior intentions(HPV vaccination intentions & eyemovement indicators)using an eye-tracking experimental method,and explored the effects of perceived severity,perceived susceptibility,response efficacy,self-efficacy based on the extended parallel process model(EPPM)We also explored the mechanisms of perceived severity,perceived susceptibility,and self-efficacy based on an extended parallel process model(EPPM).In addition,further in-depth interviews were used to provide a qualitative interpretation of the experimental findings.The experimental results found that emotional state and information frame could significantly affect subjects’ gaze duration,gaze point,and willingness to receive HPV vaccine,and they had an interactive effect.Compared with the other three groups,the subjects’ total gaze time,total gaze point,and intention to receive HPV vaccine were the strongest when they were in the fearfulemotion-damaging frame.In contrast,subjects had relatively poor total gaze time,HPV vaccination intention when they were in the pleasure-gain framework,and the least total gaze points when they were in the pleasure-damage framework.Also,it was found that the emotion,information frame could predict HPV vaccination intention through the mediating role of perceived severity.Further in-depth interviews also verified that the effect of health information framing on individual health behaviors was specific across individuals with different emotional states,and the underlying mechanism was that the fearful-emotional-damaging frame could more strongly provoke individuals’ perceived severity,and the mediating effect of individuals’ perceived severity influenced HPV vaccination intentions.In light of the current situation of health communication in China,this paper summarizes the key points of health message design and health communication strategies to improve the risk perception and awareness of cervical cancer and other diseases among the general public,especially women: the combination of emotional state and health message framework should be emphasized in doctor-patient communication;the mass media should design health message framework and content structure in a precise manner;the perceived severity and self-efficacy of individuals should be intervened in the health communication process;and health knowledge should be strengthened.In the process of health communication,it is necessary to intervene in the perceived severity and self-efficacy of individuals;strengthen the popularization and penetration of health knowledge to enhance the health literacy of audiences.This study verifies the usefulness of emotions and health information frameworks in health communication,provides meaningful considerations for the selection of health information frameworks and disease knowledge dissemination in the media,and provides theoretical support for future doctor-patient communication and how health communication in the mass media can change public health behavior.