Cervical cancer incidence is marked by severe racial and ethnic disparities. Effective promotion of the recently licensed HPV vaccine across ethnic/racial groups may help curtail disparities. The purpose of this research was to investigate mothers’ intentions to vaccinate daughters against HPV as a function of message framing (gain versus loss) across three cultural groups: Hispanic, non-Hispanic White, and non-Hispanic African-American. One hundred fifty mothers were recruited from WIC clinics in Wisconsin and asked to respond to information about the HPV vaccine for their daughters. In a repeated-measures experiment, two different frames (gain and loss) were used to present the information. Consistent with our expectations, results indicated that both frames are equally effective in promoting vaccination intentions in non-Hispanic White Mothers. Conversely, a loss frame message was more effective in non-Hispanic African-American and Hispanic mothers. These results suggest that current information sharing campaigns, aimed at promoting the HPV vaccine among ethnic minority groups, should be modified to not focus exclusively on the benefits of vaccination.
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