Targeting Vaccine Information Framing to Recipients' Education: A Randomized Trial
通过一项对7616名瑞典母亲的随机试验，研究了科学或情感框架的信息宣传对不同教育背景母亲为女儿接种HPV疫苗的影响，发现科学框架提高了低教育水平母亲的接种率，而情感框架降低了中等教育水平母亲的接种率。
We study the effect of framing informational campaigns scientifically or emotionally on the vaccination uptake of recipients with different educational backgrounds. 7616 Swedish mothers stratified by education received a leaflet on their children's upcoming HPV vaccination opportunity. The leaflet's framing was randomized between emotional and scientific, whereas the content remained uniform; control units received an uninformative reminder of the same length. We find substantial heterogeneity by educational background. Mothers with compulsory schooling exposed to scientific framing increased their uptake by 5.7 percentage points (7.25%). The effect was driven by less skeptical mothers with little previous HPV knowledge and higher engagement with the materials. Emotional framing decreased uptake by 4.8 percentage points (5.41%) among high school-educated mothers who read more superficially and were more hesitant at baseline.