Testing the Effectiveness of Message Framing and Episodic Future Thinking in Promoting HPV Vaccination via Anticipated Regret.

One of the greatest challenges in health communication is to persuade people to enact behavior whose consequences lie in the distant future. Could the persuasiveness of a health message be increased by highlighting future regret that one may experience? Using a 2 (framing: gain vs. loss) x 3 (temporal thinking: future-thinking vs. past-thinking vs. no-thinking) factorial design, this study tested the relative effectiveness of message framing and temporal thinking before exposure to a message promoting HPV vaccination. Results showed that having an opportunity to think about one's future and reading loss-framed message were both effective in producing stronger anticipated regret of not taking HPV vaccination. Anticipated regret, in turn, led to more favorable attitudes and greater intentions to take HPV vaccination. Interaction effects were observed such that gain-framed message combined with future-thinking produced the most favorable attitudes toward HPV vaccination. Potential explanations for these findings are offered, and their implications are discussed.