What will it do for my baby: Gain-framed vs. loss-framed messaging for influenza vaccination in pregnant minority women Public

Abstract

Background: Low rates of influenza vaccination among pregnant African American women put them and their fetuses at risk for a number of negative outcomes. Message framing is a method of conveying information in terms of gains and losses depending on whether a certain behavior is carried out or not. Message framing has been shown to be effective at increasing health behaviors, such as vaccination.

Methods: Semi-structured in-depth interviews were conducted with pregnant African American women who had not received an influenza vaccine at urban OB/GYN clinics. Interviews were transcribed and content analyzed to identify common factors related to acceptance of the influenza vaccine and preferences for gain-framed or loss-framed messages.

Results: Four major themes were identified. These were communication approaches, normal vaccine behavior, vaccination in pregnancy, and positive framing vs. negative framing. Two strong themes emerged: positively framed messages are preferred over negatively framed messages and the health of the infant needs to be emphasized in messaging. Additionally, previous experiences with vaccines, who provides messages on vaccines, and misperceptions also play important roles in vaccine acceptance.

Conclusions: The majority of women indicated that positively framed messages focusing on the infant's health would encourage them to receive an influenza vaccine, or at least consider getting an influenza vaccine more so than negatively framed messages would. The findings of this study may assist in developing tailored messages that change the intentions, and even behaviors, of pregnant minority women when it comes to getting an influenza vaccine.

Keywords: Influenza Immunization, Maternal Health, Pregnancy, Minority Health

Table of Contents

Introduction & Background………………………………………………………………1
Methods…………………………………………………………………………………12
Results…………………………………………………………………………………...15
Discussion……………………………………………………………………………….23
Conclusion………………………………………………………………………………26
References……………………………………………………………………………….27
Appendix A: Informed Consent Form…………………………………………………...32
Appendix B: Interview Guides…………………………………………………………...35
Appendix C: Emergent Themes Table…………………………………………………...38

About this Master's Thesis

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School	Rollins School of Public Health
Department	Behavioral Sciences and Health Education
Degree	MPH
Submission	Master's Thesis
Language	English
Research Field	Health Sciences, Public Health
Mot-clé	influenza immunization pregnancy minority health maternal health
Committee Chair / Thesis Advisor	Frew, Paula, Emory University
Committee Members	Malik, Fauzia Aman, Emory University
Partnering Agencies	Emory University schools, faculty or affiliated programs Industrial or Commercial (for-profit) organization CDC

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