Recruiting

Vaccine Promotion

Sponsor:

University of Massachusetts, Worcester

Code:

NCT07236034

Conditions

Vaccination

Vaccination Promotion

Eligibility Criteria

Sex: All

Age: 18+

Healthy Volunteers: Accepted

Interventions

Exposure to source and message content

Study Details

Brief summary:

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.

Conditions

Vaccination

Vaccination Promotion

Study ID

NCT07236034

Start date

Dec 1, 2025

Status verified date

Jul, 2026

Completion date

Dec 30, 2026

Anticipated

Primary completion date

Sep 30, 2026

Anticipated

Eligibility Criteria

Eligibility Criteria

Sex: All

Age: 18+

Healthy Volunteers: Accepted

Inclusion Criteria:

  • 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

Exclusion Criteria:

  • N/A

Study Design

Enrollment

700 participants

Anticipated

Allocation

Randomized

Intervention Model

Factorial

Primary purpose

Health Services Research

Interventions and Outcome Measures

Arms

experimental: Arm 1: Peer message, 7C Construct 1

This arm will include messages with a "peer" influence as the source and the construct of "confidence" as the message.

experimental: Arm 2: Professional source, 7C Construct 1

This arm will include messages with a "professional" influencer as the source and the construct of "confidence" as the message.

experimental: Arm 3: Peer message, 7C Construct 2

This arm will include messages with a "peer" influence as the source and the construct of "complacency" as the message.

experimental: Arm 4: Professional message, 7C Construct 2

This arm will include messages with a "professional" influence as the source and the construct of "complacency" as the message.

experimental: Arm 5: Peer message, 7C Construct 3

This arm will include messages with a "peer" influence as the source and the construct of "constraints" as the message.

experimental: Arm 6: Professional message, 7C Construct 3

This arm will include messages with a "professional" influencer as the source and the construct of "constraints" as the message.

experimental: Arm 7: Peer message, 7C Construct 4

This arm will include messages with a "peer" influencer as the source and the construct of "calculation" as the message.

experimental: Arm 8: Professional message, 7C Construct 4

This arm will include messages with a "professional" influencer as the source and the construct of "calculation" as the message.

experimental: Arm 9: Peer message, 7C Construct 5

This arm will include messages with a "peer" influencer as the source and the construct of "collective responsibility" as the message.

experimental: Arm 10: Professional message, 7C Construct 5

This arm will include messages with a "professional" influencer as the source and the construct of "collective responsibility" as the message.

experimental: Arm 11: Peer message; 7C Construct 6

This arm will include messages with a "peer" influencer as the source and the construct of "compliance" as the message.

experimental: Arm 12: Professional message, 7C Construct 6

This arm will include messages with a "professional" influencer as the source and the construct of "compliance" as the message.

experimental: Arm 13: Peer message, 7C Construct 7

This arm will include messages with a "peer" influencer as the source and the construct of "conspiracy" as the message.

experimental: Arm 14: Professional message, 7C Construct 7

This arm will include messages with a "professional" influencer as the source and the construct of "conspiracy" as the message.

Interventions

Exposure to source and message content

Within 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.

Primary outcome measure

  • Source credibility [ Time Frame: Immediately after viewing each message ]
  • Perceived Message Effectiveness [ Time Frame: Immediately after viewing each message ]
  • Visual attention [ Time Frame: During message viewing ( immediately post-randomization, prior to completion of post-message survey) ]
  • Message reactance [ Time Frame: Immediately after viewing each message ]
  • Information sharing intentions [ Time Frame: Immediately after viewing each message ]

Central Contacts and Locations

Central contacts

Grace W Ryan, PhD, MPH

508-859-0179grace.ryan1@umassmed.edu

Locations

University of Massachusetts Chan Medical School

Recruiting

Worcester, Massachusetts, United States, 01605

Contacts

Grace Assistant Professor, PhD, MPH

508-859-0179arise@umassmed.edu

More Information

Sponsor

University of Massachusetts, Worcester

Last update posted

Jul 7, 2026

Last verified

Jul, 2026

Keywords

  • Message perceptions
  • Vaccination
  • Immunization

Trial information was received from ClinicalTrials.gov and was last updated on 2026-09-10. This information was provided to ClinicalTrials.gov by University of Massachusetts, Worcester on 2026-07-07.