Research on Vaccination

The following abstract was published in the Journal of Non-Profit & Public Sector Marketing, Volume 23 Issue 2, 134.

Health Belief Model: Evaluating Marketing Promotion in a Public Vaccination


Clare D’Souza and Suzannr Zyngier,
Department of Law and Management, School of Business, La Trobe University, Victoria, Australia.

Priscilla Robinson and Morgan Schlotterlein,
School of Public Health, La Trobe University, Victoria, Australia.

Gillian Sullivan-Mort,
Department of Law and Management, School of Business, La Trobe University, Victoria, Australia.


National health objectives are driven to increase participation rates. Individual health decisions are determined by attitudes, behavior, lifestyles, and government policies. This research, therefore, examined not just the development and delivery of a message targeting individual voluntary behavior change, but the intention of changes in social structures that will facilitate individuals reaching their potential; thus the purpose of this article is to shed light on the uptake of the human papillomavirus (HPV) immunization using the health belief model (HBM). Research was conducted with the use of focus groups by drawing on the framework of the HBM. This research approach is conceptual by nature, based on the virtue of marketing promotion and on HBM literature. Though offering the vaccine free to the general public provides additional evidence to certain groups on the intention to act or uptake of the vaccine, awareness levels were found to be poor despite increased efforts by the government trying to promote this vaccine. There was evidence that social capital and trust can produce effective communication message strategies that reinforce social bonds. This article provides an interesting basis for further investigation; however, as implausible as it seems the article also contributes to the concept of perceived benefits and of self-efficacy.