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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AI-rewrites the medical criteria so a patient or caregiver can understand them. Always confirm with the trial site.
Source credibility
Timeframe: Immediately after viewing each message
Perceived Message Effectiveness
Timeframe: Immediately after viewing each message
Visual attention
Timeframe: During message viewing ( immediately post-randomization, prior to completion of post-message survey)
Message reactance
Timeframe: Immediately after viewing each message
Information sharing intentions
Timeframe: Immediately after viewing each message