Leonard, Sinead, Walsh, Jane C. and Kola, Susanna (2010) The impact of a web-based educational intervention using positive message framing to promote the acceptability of the human papilloma virus (HPV) vaccine in a female university sample. In: 7th Annual Conference of the Division of Health Psychology, PSI: Psychology, Health and Medicine, 15th – 17th September 2010, Queen's University, Belfast. (Unpublished)

Message framing may be defined as presenting equivalent information in terms of either gains or losses (Gerend& Sheperd, 2007). As vaccination is a health preventative measure, a gain framed message should lead to greater acceptance of the HPV vaccination. Education about sexually transmitted diseases is an effective primary prevention tool for HPV infection and cervical cancer (Lambert, 2001). HPV-focused education may be more effective than education about other sexually transmitted infections (STIs) as individuals have more experience with the complications of HPV (i.e. abnormal cells on the cervix) than other STIs (Shepherd et al, 2000). Together message framing and education provide an exciting means to promote acceptance of the HPV vaccine.

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