RecruitingNot ApplicableNCT07236034

ARISe at UMass Chan

ARISe at UMass Chan: Remote Eye Tracking Study of Vaccine Messaging in Rural Populations

Sponsor

University of Massachusetts, Worcester

Enrollment

700 participants

Start Date

Dec 1, 2025

Study Type

INTERVENTIONAL

Conditions

Vaccination Vaccination Promotion

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.

Eligibility

Min Age: 18 Years

Inclusion Criteria4

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 Criteria1

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Interventions

BEHAVIORALExposure 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.