The influence of national origin cues in HPV vaccination advertising: An eye-tracking study of visual attention and vaccine perception using quantitative and qualitative analysis DOI Creative Commons
João Lucas Hana Frade, Janaína de Moura Engracia Giraldi, Talya Porat

et al.

Human Vaccines & Immunotherapeutics, Journal Year: 2025, Volume and Issue: 21(1)

Published: May 21, 2025

This study is among the first to investigate how national origin cues influence visual attention and perception in HPV vaccine advertisements, using eye-tracking technology provide objective insights into consumer responses. By integrating methods from public health, psychology, advertising research, this explores shaped by affiliation cues. In a controlled experimental setting with sample of 40 UK university students, we investigated effectiveness vaccination advertisements comparing ads disclosing without any information. We assessed total fixation duration time various elements ad, along intention attitude measures. Contrary one our hypotheses, did not find significant differences (p = .758) .620) However, there was difference toward ad images between conditions .043). The qualitative analysis reveals role country-of-origin (COO) advertising, suggesting shift that image COO cue. Furthermore, eight out 20 participants treatment condition fixate at Findings critical for health communication strategies, use (or omission) could hesitancy. These results highlight need strategic messaging approaches enhance acceptance improve trust domestic international vaccines.

Language: Английский

The influence of national origin cues in HPV vaccination advertising: An eye-tracking study of visual attention and vaccine perception using quantitative and qualitative analysis DOI Creative Commons
João Lucas Hana Frade, Janaína de Moura Engracia Giraldi, Talya Porat

et al.

Human Vaccines & Immunotherapeutics, Journal Year: 2025, Volume and Issue: 21(1)

Published: May 21, 2025

This study is among the first to investigate how national origin cues influence visual attention and perception in HPV vaccine advertisements, using eye-tracking technology provide objective insights into consumer responses. By integrating methods from public health, psychology, advertising research, this explores shaped by affiliation cues. In a controlled experimental setting with sample of 40 UK university students, we investigated effectiveness vaccination advertisements comparing ads disclosing without any information. We assessed total fixation duration time various elements ad, along intention attitude measures. Contrary one our hypotheses, did not find significant differences (p = .758) .620) However, there was difference toward ad images between conditions .043). The qualitative analysis reveals role country-of-origin (COO) advertising, suggesting shift that image COO cue. Furthermore, eight out 20 participants treatment condition fixate at Findings critical for health communication strategies, use (or omission) could hesitancy. These results highlight need strategic messaging approaches enhance acceptance improve trust domestic international vaccines.

Language: Английский

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