Study on Remote Eye Tracking to Understand Vaccine Promotion Messages in Rural New England Adults

What this Trial Is About

Researchers are studying how different approaches to vaccine promotion messages affect attention and effectiveness in rural New England populations. The study uses an online survey with remote eye-tracking and self-report measures to understand reactions to vaccine promotion social media content. Participants are randomly assigned to one of 14 groups based on two types of message sources expert vs. influencer and seven message themes from the 7C Vaccine Framework. Participants will view sample messages delivered by either a peer or a professional source, each focusing on one of seven message themes such as confidence, complacency, constraints, calculation, collective responsibility, compliance, or conspiracy. Each participant sees two messages from the same source and theme combination. This approach allows comparison of message impact across different source and message content combinations. During the study, participants eye movements are monitored while viewing the messages to measure visual attention. They also answer questions immediately after viewing about source credibility, message effectiveness, reactance, and intentions to share information. Vaccine perceptions are assessed before and after message exposure. The study involves a single online session with immediate assessments and aims to identify the most influential vaccine promotion strategies.

ARISe at UMass Chan