Effects of cultural cues on perceptions of HPV vaccination messages among parents and guardians of American Indian youth

Marco Yzer, Kristine Rhodes, Meggan McCann, Jessica Harjo, Rebekah H. Nagler, Susan M. LoRusso, Sarah E. Gollust

Research output: Contribution to journalArticlepeer-review

8 Scopus citations


The encouragement of human papillomavirus (HPV) vaccination is an important goal for interventions among American Indians (AIs), given the significant disparities AIs face with respect to HPV cancers. Tailoring intervention messages to the culture of message recipients has been proposed as a potentially useful intervention approach, yet cultural tailoring of HPV messages has never been tested among AIs. The objective of this research was to test the effectiveness of cultural tailoring in positively affecting two variables that have been proposed as mechanisms of tailoring effects, namely identification with the message and perceptions of message effectiveness. We conducted a between subjects randomized experiment among 300 parents of AI children. Participants saw one of three messages that differed in the extent to which the message contained cues to AI culture. Analysis of variance (anova) showed that participants identified more strongly (partial eta 2 = 0.10) with messages that included stronger AI cultural features and thought these messages were more convincing (partial eta 2 = 0.14) and pleasant (partial eta 2 = 0.11) compared to messages that included weaker cultural cues. Effects on message identification and convincingness were moderated by AI identity, such that the more participants identified themselves with AI culture, the stronger the effects of the culturally-tailored messages were (R 2 change = 0.043 and 0.020 in hierarchical regression analyses). These findings suggest good potential for cultural tailoring to encourage HPV vaccination among AIs.

Original languageEnglish (US)
Pages (from-to)104-109
Number of pages6
JournalPreventive medicine
StatePublished - Oct 2018

Bibliographical note

Funding Information:
This research was supported by grant HD15-3 from the University of Minnesota 's Program in Health Disparities Research. Kris Rhodes and Marco Yzer were co-principal investigators to ensure the cultural and scientific integrity of the project. Nagler acknowledges support from the Building Interdisciplinary Research Careers in Women's Health Grant ( 2 K12-HD055887 ) from the Eunice Kennedy Shriver National Institutes of Child Health and Human Development , the Office of Research on Women's Health , and the National Institute on Aging , administered by the University of Minnesota Deborah E. Powell Center for Women's Health. The content is solely the responsibility of the authors and does not necessarily represent the National Institutes of Health. In addition to the listed authors, many people generously shared their time and ideas in all phases of this project. Special thanks to Daanis Chosa, Joy Rivera and Laura Sioux Roberts (both American Indian Cancer Foundation AI employees) who led community data collection efforts.

Publisher Copyright:
© 2018 Elsevier Inc.


  • American Indian communities
  • Cultural tailoring
  • HPV vaccination
  • Message effectiveness perceptions


Dive into the research topics of 'Effects of cultural cues on perceptions of HPV vaccination messages among parents and guardians of American Indian youth'. Together they form a unique fingerprint.

Cite this