Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination
Suboptimal influenza vaccination may increase pandemic risks and add burdens to public healthcare systems. Applications of goal framing to the vaccine advocacy have captured mixed findings and brought challenges to its rationale – prospect theory. Given debates on the concept explications of risk in...
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| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
2019
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| Online Access: | https://hdl.handle.net/10356/89316 http://hdl.handle.net/10220/47736 |
| _version_ | 1811691451316174848 |
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| author | Luo, Meiyin |
| author2 | May Oo Lwin |
| author_facet | May Oo Lwin Luo, Meiyin |
| author_sort | Luo, Meiyin |
| collection | NTU |
| description | Suboptimal influenza vaccination may increase pandemic risks and add burdens to public healthcare systems. Applications of goal framing to the vaccine advocacy have captured mixed findings and brought challenges to its rationale – prospect theory. Given debates on the concept explications of risk in the framing literature, the notion of vaccine risk has been further refined from a novel perspective. This research examined how goal framing and efficacy salience interacted to yield optimal persuasiveness in influenza vaccine messages. A 2 (goal framing) × 3 (salience of efficacy difference) between-factorial experiment was conducted in Singapore. Results showed that weak persuasiveness of goal framing could be optimized when introducing the efficacy difference. Theoretically, this research improves the applicability of prospect theory in the health persuasion by redefining vaccine risks as the salience of efficacy difference between action and inaction. Practically, for Singapore government and public healthcare industry, present findings shed light on the alternative message designs to promote influenza vaccine engagement in the elderly population. |
| first_indexed | 2024-10-01T06:20:06Z |
| format | Thesis |
| id | ntu-10356/89316 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:20:06Z |
| publishDate | 2019 |
| record_format | dspace |
| spelling | ntu-10356/893162020-06-24T08:42:17Z Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination Luo, Meiyin May Oo Lwin Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Communication theories and models Suboptimal influenza vaccination may increase pandemic risks and add burdens to public healthcare systems. Applications of goal framing to the vaccine advocacy have captured mixed findings and brought challenges to its rationale – prospect theory. Given debates on the concept explications of risk in the framing literature, the notion of vaccine risk has been further refined from a novel perspective. This research examined how goal framing and efficacy salience interacted to yield optimal persuasiveness in influenza vaccine messages. A 2 (goal framing) × 3 (salience of efficacy difference) between-factorial experiment was conducted in Singapore. Results showed that weak persuasiveness of goal framing could be optimized when introducing the efficacy difference. Theoretically, this research improves the applicability of prospect theory in the health persuasion by redefining vaccine risks as the salience of efficacy difference between action and inaction. Practically, for Singapore government and public healthcare industry, present findings shed light on the alternative message designs to promote influenza vaccine engagement in the elderly population. Master of Communication Studies 2019-02-28T01:13:11Z 2019-12-06T17:22:41Z 2019-02-28T01:13:11Z 2019-12-06T17:22:41Z 2019 Thesis Luo, M. (2019). Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination. Master's thesis, Nanyang Technological University, Singapore. https://hdl.handle.net/10356/89316 http://hdl.handle.net/10220/47736 10.32657/10220/47736 en 86 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Communication theories and models Luo, Meiyin Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination |
| title | Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination |
| title_full | Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination |
| title_fullStr | Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination |
| title_full_unstemmed | Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination |
| title_short | Redefining risk in prospect theory : how goal framing and efficacy difference interact to promote elderly Singaporeans’ influenza vaccination |
| title_sort | redefining risk in prospect theory how goal framing and efficacy difference interact to promote elderly singaporeans influenza vaccination |
| topic | DRNTU::Social sciences::Communication::Communication theories and models |
| url | https://hdl.handle.net/10356/89316 http://hdl.handle.net/10220/47736 |
| work_keys_str_mv | AT luomeiyin redefiningriskinprospecttheoryhowgoalframingandefficacydifferenceinteracttopromoteelderlysingaporeansinfluenzavaccination |