ARISe at UMass Chan

Purpose

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.

Conditions

  • Vaccination
  • Vaccination Promotion

Eligibility

Eligible Ages
Over 18 Years
Eligible Sex
All
Accepts Healthy Volunteers
Yes

Inclusion Criteria

  • Age 18+ - Living in New England state (CT, MA, ME, NH, VT RI) in a zip code as defined by each individual state's definition of rural - Able to read and write in English - Access to an internet connected computer or laptop with a web-camera

Exclusion Criteria

  • N/A

Study Design

Phase
N/A
Study Type
Interventional
Allocation
Randomized
Intervention Model
Factorial Assignment
Intervention Model Description
Participants will be assigned to one of 14 conditions and view two messages within each.
Primary Purpose
Health Services Research
Masking
Double (Participant, Investigator)

Arm Groups

ArmDescriptionAssigned Intervention
Experimental
Arm 1: Peer message, 7C Construct 1 		This arm will include messages with a "peer" influence as the source and the construct of "confidence" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 2: Professional source, 7C Construct 1 		This arm will include messages with a "professional" influencer as the source and the construct of "confidence" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 3: Peer message, 7C Construct 2 		This arm will include messages with a "peer" influence as the source and the construct of "complacency" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 4: Professional message, 7C Construct 2 		This arm will include messages with a "professional" influence as the source and the construct of "complacency" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 5: Peer message, 7C Construct 3 		This arm will include messages with a "peer" influence as the source and the construct of "constraints" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 6: Professional message, 7C Construct 3 		This arm will include messages with a "professional" influencer as the source and the construct of "constraints" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 7: Peer message, 7C Construct 4 		This arm will include messages with a "peer" influencer as the source and the construct of "calculation" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 8: Professional message, 7C Construct 4 		This arm will include messages with a "professional" influencer as the source and the construct of "calculation" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 9: Peer message, 7C Construct 5 		This arm will include messages with a "peer" influencer as the source and the construct of "collective responsibility" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 10: Professional message, 7C Construct 5 		This arm will include messages with a "professional" influencer as the source and the construct of "collective responsibility" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 11: Peer message; 7C Construct 6 		This arm will include messages with a "peer" influencer as the source and the construct of "compliance" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 12: Professional message, 7C Construct 6 		This arm will include messages with a "professional" influencer as the source and the construct of "compliance" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 13: Peer message, 7C Construct 7 		This arm will include messages with a "peer" influencer as the source and the construct of "conspiracy" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Experimental
Arm 14: Professional message, 7C Construct 7 		This arm will include messages with a "professional" influencer as the source and the construct of "conspiracy" as the message.
  • Behavioral: Exposure to source and message content
    Within each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.

Recruiting Locations

University of Massachusetts Chan Medical School
Worcester, Massachusetts 01605
Contact:
Grace Assistant Professor, PhD, MPH
508-859-0179
arise@umassmed.edu

More Details

Status
Recruiting
Sponsor
University of Massachusetts, Worcester

Study Contact

Grace W Ryan, PhD, MPH
508-859-0179
grace.ryan1@umassmed.edu