ARISe at UMass Chan
Trial statusRecruiting
Trial phaseNot applicable
Trial typeInterventional
Biological sexAll
Age18+
SponsorUniversity of Massachusetts, Worcester
About this trial
The goal is to identify the most impactful strategies for capturing attention and enhancing effectiveness of vaccine promotion messages. This will be done using an online survey that employs remote eye-tracking and self report measures to evaluate response to sample vaccine promotion social media content in rural populations in New England. Participants will be randomly assigned into one of 14 conditions in a 2(source: expert vs. influencer) by 7 (themes: constructs from 7C Vaccine Framework) experiment and view sample messages and then answer questions about their attitudes and beliefs while being monitored for eye-tracking.
Eligibility criteria
This trial accepts healthy volunteersQualifiers
Age 18+
Living in New England state (CT, MA, ME, NH, VT RI) in a zip code as defined by each individual state's definition of rural
Able to read and write in English
Access to an internet connected computer or laptop with a web-camera
Disqualifiers
N/A
Trial design
Design model
Factorial
Treatments tested in this trial
Exposure to source and message content
BehavioralWithin each arm, participants will be exposed to two messages each of which are delivered by the same source (peer or professional) and have message content related to one of the 7C Constructs.
Treatment groups
700 Participants
are divided into 14 treatment groups14
Treatment groupsSee each treatment group below.
Group A: Arm 1: Peer message, 7C Construct 1Experimental treatment 1 intervention
Group B: Arm 2: Professional source, 7C Construct 1Experimental treatment 1 intervention
Group C: Arm 3: Peer message, 7C Construct 2Experimental treatment 1 intervention
Group D: Arm 4: Professional message, 7C Construct 2Experimental treatment 1 intervention
Group E: Arm 5: Peer message, 7C Construct 3Experimental treatment 1 intervention
Group F: Arm 6: Professional message, 7C Construct 3Experimental treatment 1 intervention
Group G: Arm 7: Peer message, 7C Construct 4Experimental treatment 1 intervention
Group H: Arm 8: Professional message, 7C Construct 4Experimental treatment 1 intervention
Group I: Arm 9: Peer message, 7C Construct 5Experimental treatment 1 intervention
Group J: Arm 10: Professional message, 7C Construct 5Experimental treatment 1 intervention
Group K: Arm 11: Peer message; 7C Construct 6Experimental treatment 1 intervention
Group L: Arm 12: Professional message, 7C Construct 6Experimental treatment 1 intervention
Group M: Arm 13: Peer message, 7C Construct 7Experimental treatment 1 intervention
Group N: Arm 14: Professional message, 7C Construct 7Experimental treatment 1 intervention
Trial outcomes
Primary outcomes
1
Source credibility
Participants' perception of the credibility of the message source will be assessed using a 7-point Likert scale measured across four items. Participants will be asked to rate the following four items on this scale: To what extent do you believe the source of the message to be… (1=not at all, 7=very much so) 1. Fair 2. Accurate 3. Telling the whole story 4. Trustworthy Unit of measure: Scale score 1-7, mean
Time frame
Immediately after viewing each message2
Perceived Message Effectiveness
Perceived message effectiveness will be measured using six items (worth remembering, grabs attention, powerful, informative, meaningful, convincing), each rated on a 7-point Likert scale. The outcome will be the mean of these six ratings for each participant, then averaged by experimental condition. To what extent is… (1=not at all, 7=very much so) 1. The message worth remembering 2. The message grabs attention 3. This message powerful 4. This message informative 5. This message meaningful 6. This message convincing Unit of Measure: Scale score (1-7, mean across items)
Time frame
Immediately after viewing each message3
Visual attention
Visual attention, quantified as mean dwell time in milliseconds, will be measured using remote eye-tracking while participants view vaccine promotion messages. Dwell time will be calculated for pre-specified Areas of Interest (AOIs) during the message viewing period. Higher dwell times indicate greater visual attention to the AOIs. Unit of measure: mean dwell time in milliseconds per message
Time frame
During message viewing ( immediately post-randomization, prior to completion of post-message survey)4
Message reactance
Reactance will be assessed using four items (irritated, angry, annoyed, aggravated), rated 0 ("None of this feeling") to 4 ("A great deal of this feeling"). The mean reactance score will be calculated for each participant. How much did this message make you feel the following way? Response options: 0 (None of this feeling) to 4 (A great deal of this feeling). 1. Irritated 2. Angry 3. Annoyed 4. Aggravated Unit of Measure: Scale score (0-4, mean across items)
Time frame
Immediately after viewing each messageSecondary outcomes
1
Vaccine perceptions
Vaccine perceptions will be measured using an 8-item scale, administered pre- and post-message exposure. Items are rated from 1 (Strongly disagree/very negative) to 7 (Strongly agree/very positive). Higher scores indicate more positive vaccine perceptions. The outcome will be the mean change in score from pre- to post-exposure. Unit of Measure: Scale score (1-7, mean change)
Time frame
Assessed at baseline (prior to message exposure) and immediately post-intervention (after message exposure)Sponsors and contacts
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Source ClinicalTrials.gov