Which vaccine messages grab attention in rural New England
ARISe at UMass Chan: Remote Eye Tracking Study of Vaccine Messaging in Rural Populations
This online test uses short social-media vaccine messages delivered by either experts or influencers to see which ones better catch attention and influence attitudes among adults living in rural New England.
Quick facts
| Phase | Not applicable |
|---|---|
| Study type | Interventional |
| Enrollment | 700 (estimated) |
| Ages | 18 Years and up |
| Sex | All |
| Sponsor | University of Massachusetts, Worcester Academic / other |
| Locations | 1 site (Worcester, Massachusetts) |
| Trial ID | NCT07236034 on ClinicalTrials.gov |
What this trial studies
Adults in rural New England will be randomly assigned to one of 14 conditions combining two sources (expert vs influencer) with seven message themes from the 7C Vaccine Framework and will view sample social-media content. While participants view messages on a computer or laptop, remote eye-tracking software will record visual attention and participants will complete questionnaires about their attitudes and beliefs. The study combines eye-tracking metrics and self-reported perceptions to identify which message-source pairs attract attention and change responses. Findings are intended to guide more effective vaccine promotion tailored to rural communities.
Who should consider this trial
Good fit: Adults 18 or older who live in a rural zip code in one of the New England states, can read and write English, and have access to an internet-connected computer or laptop with a webcam.
Not a fit: People under 18, those living outside the specified New England rural zip codes, non–English readers, or anyone without a compatible computer and webcam are unlikely to benefit from or be eligible for this project.
Why it matters
Potential benefit: If successful, this work could identify message and source combinations that increase attention to vaccine information and improve vaccine attitudes in rural New England, potentially boosting vaccination rates.
How similar studies have performed: Previous work on message framing and source credibility has sometimes improved vaccine attitudes and eye-tracking has been useful for mapping attention, but using remote eye-tracking specifically for vaccine promotion in rural populations is relatively novel.
Eligibility criteria
Show full inclusion / exclusion criteria
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
Where this trial is running
Worcester, Massachusetts
- University of Massachusetts Chan Medical School — Worcester, Massachusetts, United States (Recruiting)
Study contacts
- Principal investigator: Grace W Ryan, PhD, MPH — University of Massachusetts, Worcester
- Study coordinator: Grace W Ryan, PhD, MPH
- Email: grace.ryan1@umassmed.edu
- Phone: 508-859-0179
How to participate
- Review the eligibility criteria above with your treating physician.
- Visit the official trial page on ClinicalTrials.gov for the most current contact information and recruitment status.
- Contact the listed study coordinator or principal investigator to request pre-screening. Pre-screening is free and never obligates you to enroll.