Health Communication| Who Cares What Others Think? The Role of Latinas’ Acculturation in the Processing of HPV Vaccination Narrative Messages

Abstract

This study investigated the role played by level of acculturation in the effect of narrative persuasion on health-related outcomes. A random sample of 186 Mexican American females watched either a narrative designed to increase human papillomavirus (HPV) vaccine uptake or an equivalent nonnarrative film. While message format failed to exert a direct effect on vaccination norms and behavioral intent, participants’ level of acculturation played an important role in the processing of the message. Specifically, when treating acculturation as a moderator, consistent effects emerged for less acculturated Latinas on various research outcomes, including descriptive and injunctive norms regarding HPV vaccine uptake. These findings extend the discussion on health communication through storytelling by calling attention to the importance of cultural factors in the framework of narrative persuasion.