Narrative Persuasion: Effects of Narrative Message Frame on Intention to Screening for Cervical Cancer among Women in Agricultural Sector, Kiambu County, Kenya

Abstract

Introduction: One of the most notable interventions in the increasing uptake of cervical screening is the use of efficient communication. There is evidence that use of narrative messages is effective in the context of health. There is, however, no explanation as to what aspect of narrative leads to high level of persuasion. The objective of this study was to evaluate the effects of message frame on intention to
screen for cervical cancer.

Materials and Methods: A quasi experimental design was used in this study. A sample of 378 participants was used. The intervention involved watching a short narrative video on cervical cancer and cervical screening in two different frames (gain frame vs. loss frame). Uniform pre-test and post-test questionnaire on cervical cancer and cervical cancer screening (T1 and T2) were completed before and after watching a narrative video respectively

Results: Introducing message frame variable into multiple hierarchical regression models at step 2 explained 12% of variation in intention to screen for cervical cancer. Tukey HSD test indicated loss framed narrative was more effective than gain framed narrative messages.

Conclusion: The study, therefore, concluded that using loss framed cervical cancer screen messages in health campaigns may help in increasing the uptake of cervical cancer.

Keywords: Narratives Cervical Cancer Screening, Message Frame