AEI has engaged in a collaboration with researchers at Indiana University to investigate the effects of messaging “sidedness.” How does presenting a “balanced” message, one that emphasizes negative aspects of participation in addition to positive ones, affect willingness to participate AND participant understanding. Simple graphics, clear messaging: sure you have to have those! But, what’s the effect of telling someone about incorrect beliefs, rather than just the facts?
You have a 50% chance of being in the experimental group.
VERSUS
You know, many people believe they have a greater than 50% chance of receiving the experimental vaccine, but, its true, you only have a 50% chance of being in the experimental group.
The first is simpler; the second directly confronts a misconception.
We’ll vary this and the treatment of two other quite common misconceptions while holding all other message aspects the same.
Will it make a difference to participant understanding and/or willingness to engage in an experimental HIV vaccine trial?
We’ll find out!
Tags: HIV, Pamphlets, Print Materials, Researchers, Trials
Academic Edge, Inc. is a media research and development company specializing in state-of-the-art learning tools for children and adults. We target health related issues ranging from STD and conflict prevention among teens and tweens, to FASD, ADHD, and other disorder education for lay care providers, to disease prevention and medical assessment training for healthcare providers. We particularly focus on the social aspects of health care: why do people do the things they do and how can we help them live healthier, happier, or more productive lives?