ARISe at UMass Chan

NCT07236034 | Recruiting

• 2 other identifiers: STUDY000020751U48DP006883-01
• Study Type: interventional
• Target: 700
• Locations: 1 country
• Sites: 1

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

Keywords

Message perceptions; Vaccination; Immunization

Outcome Measures

Primary Outcomes (5)

• 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

  Immediately after viewing each message

• 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)

  Immediately after viewing each message

• 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

  During message viewing ( immediately post-randomization, prior to completion of post-message survey)

• 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)

  Immediately after viewing each message

• Information sharing intentions

  Description: Assessed with 6 items regarding interpersonal and online sharing, rated 1 (Strongly disagree) to 5 (Strongly agree). The mean score across items will be reported per participant and per condition. Rate with the following statements on a scale from 1 (Strongly disagree) to 5 (Strongly agree). Interpersonal setting 1. I would be willing to share this information with others. 2. I would talk with others about this message. 3. I would point others in a direction where they could read this message. Online setting 4. I would be willing to post a link to this information on my social media. 5. I would like a social media post with this information. 6. I would share a social media post with this information. Unit of Measure: Scale score (1-5, mean across items)

  Immediately after viewing each message

Secondary Outcomes (1)

• Vaccine perceptions

  Assessed at baseline (prior to message exposure) and immediately post-intervention (after message exposure)

Study Arms (14)

Arm 1: Peer message, 7C Construct 1

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 2: Professional source, 7C Construct 1

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 3: Peer message, 7C Construct 2

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 4: Professional message, 7C Construct 2

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 5: Peer message, 7C Construct 3

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 6: Professional message, 7C Construct 3

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 7: Peer message, 7C Construct 4

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 8: Professional message, 7C Construct 4

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 9: Peer message, 7C Construct 5

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 10: Professional message, 7C Construct 5

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 11: Peer message; 7C Construct 6

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 12: Professional message, 7C Construct 6

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 13: Peer message, 7C Construct 7

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Arm 14: Professional message, 7C Construct 7

EXPERIMENTAL

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

Behavioral: Exposure to source and message content

Interventions

Exposure to source and message content BEHAVIORAL

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.

Arm 10: Professional message, 7C Construct 5; Arm 11: Peer message; 7C Construct 6; Arm 12: Professional message, 7C Construct 6; Arm 13: Peer message, 7C Construct 7; Arm 14: Professional message, 7C Construct 7; Arm 1: Peer message, 7C Construct 1; Arm 2: Professional source, 7C Construct 1; Arm 3: Peer message, 7C Construct 2; Arm 4: Professional message, 7C Construct 2; Arm 5: Peer message, 7C Construct 3; Arm 6: Professional message, 7C Construct 3; Arm 7: Peer message, 7C Construct 4; Arm 8: Professional message, 7C Construct 4; Arm 9: Peer message, 7C Construct 5

Eligibility Criteria

• Age: 18 Years+
• Sex: all
• Healthy Volunteers: Yes
• Age Groups: Adult (18-64), Older Adult (65+)

You may qualify if:

• 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

You may not qualify if:

• N/A

Sponsors & Collaborators

• University of Massachusetts, Worcester: lead

Study Sites (1)

University of Massachusetts Chan Medical School

Worcester, Massachusetts, 01605, United States

RECRUITING

Study Officials

• Grace W Ryan, PhD, MPH

  University of Massachusetts Chan Medical School

  PRINCIPAL INVESTIGATOR

Central Study Contacts

Grace W Ryan, PhD, MPH

CONTACT

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

Study Design

• Study Type: interventional
• Phase: not applicable
• Allocation: RANDOMIZED
• Masking: DOUBLE
• Who Masked: PARTICIPANT, INVESTIGATOR
• Purpose: HEALTH SERVICES RESEARCH
• Intervention Model: FACTORIAL
• Sponsor Type: OTHER
• Responsible Party: PRINCIPAL INVESTIGATOR
• PI Title: Assistant Professor

Model Details: Participants will be assigned to one of 14 conditions and view two messages within each.

Study Record Dates

• First Submitted: October 1, 2025
• First Posted: November 19, 2025
• Study Start: December 1, 2025
• Primary Completion (Estimated): May 30, 2026
• Study Completion (Estimated): September 30, 2026
• Last Updated: December 22, 2025

Record last verified: 2025-12

Data Sharing

• IPD Sharing: Will share

Locations

US (1)