The effect of the induction of emotions and country-of-origin on visual attention and effectiveness of advertisements for the promotion of HPV vaccination: an experimental study in Brazil and the United Kingdom

• Grant number: 23/04160-4
• Support Opportunities: Scholarships in Brazil - Doctorate
• Start date: February 01, 2024
• End date: February 28, 2025
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: João Lucas Hana Frade
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

HPV is the cause of different cancers, especially cervical. Although there are effective vaccines against the main types of HPV, the ideal vaccination levels are yet not achieved in most countries worldwide as many parents are resistant to the vaccine. Therefore, it is necessary to increase current knowledge of communication strategies concerning the topic, especially advertising. Currently, we do not know the effect of the induction of emotions and the vaccine's country of origin in advertising effectiveness and visual attention during HPV vaccination promotion ads. Therefore, this research has the goal to fill this research gap with an investigation of the effect of the induction of discrete emotions and the vaccine's country of origin in advertising effectiveness and visual attention during HPV vaccination promotion ads. For this, two between-subjects experimental designs will be done using parents of children and teenagers of vaccination age or below both in Brazil and the United Kingdom. In the first experiment, we will induce one of three possible discrete emotions (positive/negative/none) in participants using NAPS-BE induction method. Subsequently, participants will be exposed to the digital image of a real print advertisement for HPV vaccination promotion. In the second experiment, participants will be exposed to the same ad with manipulation (i.e., edition of the image) of the information about the vaccine's country of origin (Brazil/United Kingdom/China/no information). During both experiments, eye movements will be tracked using eye-tracker equipment (ET), and participants will answer a questionnaire on advertising effectiveness. Seeking to accomplish the study's goals, both data (i.e., from ET and the questionnaire) will be analyzed using statistical analyses.