Exploring the impact of narrative interactivity and visual styles on HPV vaccination communication outcomes

This study investigates the effects of narrative interactivity and visual styles on HPV vaccination intentions among female participants aged 18-26 who have never received more than one dose of the HPV vaccine. Drawing on the Transportation-Imagery Model (TIM) and MAIN Model, the research explores how interactive formats (games vs. posters) and visual styles (realistic vs. illustrated) influence participants' transportation, visual appeal, credibility, and vaccination intentions. Using a 2x2 factorial design, participants were randomly assigned to one of four groups: illustrated game, realistic game, illustrated poster, or realistic poster. The results revealed that while illustrated visuals were rated more favorably in terms of appeal and credibility, format did not significantly influence behavioral intentions or transportation. Additionally, the interaction between format and visual did not show a significant impact on vaccination intention. These findings suggest that while illustrated visuals may enhance engagement, narrative content, emotional connection, and other more nuanced factors are more influential in shaping HPV vaccination intentions. The study also highlights the importance of selecting appropriate narrative formats and visual styles based on the desired outcome variables in health communication. Future research should explore the integration of meaningful interactivity, narrative immersion, and contextual factors to more effectively influence health behaviors.

Name thesis:degree_name

M.S.

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Advertising

Grantor

University of Illinois at Urbana-Champaign

Year dc:date

2024

Author dc:creator

• Huang, Ruo-Yu

Contributors dc:contributor

• Su, Leona Yi-Fan
• Ham, Chang-Dae
• Yao, Mike Zhengyu

• Hpv Vaccination
• Health Communication
• Narrative Interactivity
• Main Model
• Transportation-imagery Model (tim)
• Visual Styles
• Interactive Narrative Game

Statement dc:rights

• Copyright 2024 Ruo-Yu Huang

Language dc:language

en, eng

Handle dc:identifier

https://hdl.handle.net/2142/127401

OAI record oai:identifier

https://www.ideals.illinois.edu/oai-pmh?verb=GetRecord&metadataPrefix=etdms&identifier=oai%3Awww.ideals.illinois.edu%3A2142%2F127401