Persuasive messages. Development of persuasive messages may help increase mothers' compliance of their children's immunization schedule.

P. Gore, S. Madhavan, D. Curry, G. McClurg, M. Castiglia, S. A. Rosenbluth, R. A. Smego

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Effective immunization campaigns can be designed by determining which persuasion strategy is most effective in attracting the attention of mothers of preschoolers. The authors assess the impact of three persuasional strategies: fear-arousal, motherhood-arousal, and rational messages, on mothers of preschoolers who are late for their immunizations. The fear-arousal message was found to be most effective, followed by the motherhood-arousal, and then the rational message, in attracting mothers' attention to their child's immunization status.

Original languageEnglish
Pages (from-to)32-43
Number of pages12
JournalMarketing health services
Volume18
Issue number4
StatePublished - 1 Jan 1998

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