A U.S. study indicates that how young adults perceive HPV vaccines is more critical to their vaccination intentions than emotional appeals. Researchers tested message formats on 440 college students, finding that positive views of the vaccine were the strongest predictor of intent to vaccinate, surpassing perceived severity, risk-taking tendencies, and emotional responses. These factors together explained 26% of the variance in vaccination intention.
The study observed distinct responses between vaccinated and unvaccinated participants. Those already vaccinated reported higher perceived HPV susceptibility, severity, and belief in vaccine effectiveness. Unvaccinated students showed a stronger emotional reaction to messages but this did not translate into increased vaccination intent.
These findings suggest emotional engagement alone is insufficient to bridge the attitude-action gap. Clinicians should prioritize directly addressing underlying vaccine beliefs, particularly for hesitant individuals.
Television advertising, sponsored social media ads, and health professional recommendations are key information sources for Gen Z regarding HPV. Expert messaging positively influenced perceptions, while social media influencer content showed negative associations. Effective HPV communication for this demographic may require strengthening positive vaccine perceptions, reducing stigma, and reinforcing trusted, evidence-based recommendations.