Exploring the impact of narrative interactivity and visual styles on HPV vaccination communication outcomes
Huang, Ruo-Yu
This item is only available for download by members of the University of Illinois community. Students, faculty, and staff at the U of I may log in with your NetID and password to view the item. If you are trying to access an Illinois-restricted dissertation or thesis, you can request a copy through your library's Inter-Library Loan office or purchase a copy directly from ProQuest.
Permalink
https://hdl.handle.net/2142/127401
Description
Title
Exploring the impact of narrative interactivity and visual styles on HPV vaccination communication outcomes
Author(s)
Huang, Ruo-Yu
Issue Date
2024-12-11
Director of Research (if dissertation) or Advisor (if thesis)
Su, Leona Yi-Fan
Committee Member(s)
Ham, Chang-Dae
Yao, Mike Zhengyu
Department of Study
Advertising
Discipline
Advertising
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
M.S.
Degree Level
Thesis
Keyword(s)
HPV Vaccination
Health Communication
Narrative Interactivity
MAIN Model
Transportation-Imagery Model (TIM)
Visual Styles
Interactive Narrative Game
Abstract
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.
Use this login method if you
don't
have an
@illinois.edu
email address.
(Oops, I do have one)
IDEALS migrated to a new platform on June 23, 2022. If you created
your account prior to this date, you will have to reset your password
using the forgot-password link below.
