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HPV Vaccination and the Effect of Information Framing on Intentions and Behaviour: An Application of the Theory of Planned Behaviour and Moral Norm

Abstract

Background  

Human papillomavirus (HPV) is a common sexually transmitted infection (STI) known to cause cervical cancer and genital warts.
However, making the genital warts aspect explicit may reduce HPV vaccination intention and behaviour due to perceived stigma
associated with STIs.

Purpose  

This study investigated the effect of differential information framing on intention to receive the HPV vaccine using the Theory
of Planned Behaviour (TPB) and moral norm construct.

Method  

Female university students were randomised to receive a fact sheet describing the HPV vaccine as: (1) preventing cervical
cancer only (n = 81); or (2) preventing both cervical cancer and genital warts (n = 78). A 2-month follow-up investigated relationships between vaccination intention and actual behaviour.

Results  

No effect of information framing was detected on intention to receive the HPV vaccine, or vaccine uptake behaviour at 2-month
follow-up. The traditional TPB components predicted 54% of the variance in vaccination intention (F
3,155 = 61.580, p < 0.001), and moral norm explained an additional 6.2%. Intention predicted a significant but relatively small proportion
of variation (9.6%) in behaviour.

Conclusion  

The HPV vaccine does not seem to be associated with perceptions of stigma related to genital warts, and has broad acceptance
among a female university population. This study demonstrates that TPB is suited to investigate HPV vaccination, and has helped
clarify the role of moral norm within the TPB.

  • Content Type Journal Article
  • Pages 1-8
  • DOI 10.1007/s12529-011-9182-5
  • Authors
    • Ilona Juraskova, Centre for Medical Psychology and Evidence-based Decision-making (CeMPED); School of Psychology, The University of Sydney, Sydney, NSW, Australia
    • Michaeley O’Brien, School of Psychology, The University of Sydney, Sydney, NSW, Australia
    • Barbara Mullan, School of Psychology, The University of Sydney, Sydney, NSW, Australia
    • Royena Bari, School of Psychology, The University of Sydney, Sydney, NSW, Australia
    • Rebekah Laidsaar-Powell, Centre for Medical Psychology and Evidence-based Decision-making (CeMPED); School of Psychology, The University of Sydney, Sydney, NSW, Australia
    • Kirsten McCaffery, Centre for Medical Psychology and Evidence-based Decision-making (CeMPED); School of Psychology, The University of Sydney, Sydney, NSW, Australia