ARISe at UMass Chan: Remote Eye Tracking Study of Vaccine Messaging in Rural Populations

What this Trial Is About

Researchers are evaluating the best ways to capture attention and increase the impact of vaccine promotion messages. This study focuses on rural populations in New England and uses an online survey with remote eye-tracking along with self-report measures to assess how participants respond to sample social media vaccine messages. Participants will be randomly assigned to one of 14 groups based on message source and theme to explore which approaches work best. Participants will view sample messages delivered by either a peer or a professional influencer, with message content based on one of seven themes from the 7C Vaccine Framework. Each participant will see two messages from their assigned group. The study includes 14 different groups combining the two sources and seven message themes to compare responses. During the study, participants' eye movements will be tracked while they view messages, and they will answer questions immediately after each message about source credibility, message effectiveness, reactions, and intentions to share information. Vaccine perceptions will be assessed before and after exposure. The study is conducted entirely online, requiring a computer or laptop with internet and a webcam, and participation includes completing surveys and eye-tracking remotely.

ARISe at UMass Chan