Yonsei University · Social Sciences
Professor Jarim Kim's research lab specializes in health communication, with a focus on how message framing, individual differences in future-oriented thinking, and relational dynamics influence public attitudes and behaviors toward health issues—particularly HPV vaccination and crisis communication. The lab investigates persuasive communication strategies, especially temporal framing and narrative communication, in digital and social media contexts. It also explores how personal characteristics such as consideration of future consequences (CFC) shape health decision-making and vaccine uptake. The research integrates theories from health communication, situational theory of publics, and crisis communication to develop evidence-based models for effective health campaigns.
Figures are computed from collected data and may differ slightly.
Building upon extant research on temporal framing effect (i.e., relative persuasiveness of present- vs. future-oriented messages), this study investigates whether temporal framing effect differs for narrative versus non-narrative messages in the context of promoting human papillomavirus (HPV) vaccination among young adults. Results of a controlled experiment ( N = 416) indicated that a present-oriented (vs. future-oriented) message led to more favorable attitudes and stronger intentions and perc
Social media have recently gained attention as a potential health campaign tool. This study examines this line of expectation concerning the role social media may play in health campaigns by testing an integrated health campaign model that combines insights from research on social media-specific perceptions and communicative behaviors in order to predict health behaviors. Specifically, this study aims to (a) develop a more holistic social media campaign model for predicting health behaviors in t
This study examines how individual difference in consideration of future consequences (CFC) and temporal framing (i.e., present- vs. future-oriented message) interact to influence the persuasive outcomes of a health message promoting human papillomavirus (HPV) vaccination among young adults. Results of an experiment (N = 416) showed a significant interaction effect of CFC and temporal framing on persuasion. The nature of the interaction suggested that individuals with high CFC generally were mor
The study, using a survey of 508 university student publics, investigates (a) the impacts and mechanisms that a relationship has on a public’s perceptions and behavior around an issue and (b) how relationship types impact a public’s perception toward a tuition increase issue differently. The situational theory of publics was used as a theoretical framework. The results generally supported the theories. More important, the findings indicated that a communal relationship and an exchange relationsh
This study explored how and why a halo effect occurred during a food-related crisis in South Korea. The research questions were framed using situational crisis communication theory. A qualitative research method involving 16 in-depth interviews revealed that the good performance history of the company involved in the crisis caused people to attribute less responsibility to the organization, as they doubted the alleged cause of the crisis and interpreted the crisis as a one-time mistake. A good p
The authors investigated the effect of individual difference in consideration of future consequences (CFC) on the uptake of the HPV vaccine among a group of young adults. A cross-sectional survey of 676 college students was conducted. Findings indicated that CFC had no direct effect on HPV vaccine uptake. However, CFC had significant effects on a number of HPV-related health beliefs in that greater CFC was associated with less perceived susceptibility to HPV, greater perceived severity of HPV, l
Despite the HPV vaccine’s efficacy in preventing cervical cancer, its coverage rates among Asians are very low. To increase immunization coverage among these populations, understanding the psychological factors that affect HPV acceptability is critical. To this end, this study examined the relationships between multidimensional health beliefs and HPV vaccine acceptance, and what information sources effectively foster HPV vaccination-related health beliefs. Data were collected using a surve
Human papillomavirus (HPV) vaccine hesitancy contributes to unsatisfactory vaccination coverage in Korea despite its high efficacy in preventing various diseases including cervical cancer. To enhance HPV vaccine uptake, effective communication with the public is key. To develop effective health promotion messages, this study examined the effects of message format on attitudes and intentions toward HPV vaccination, specifically focusing on anticipated action and inaction regrets. It employed a ra
Effective health communication requires various strategies. This study focused on two framing strategies closely relevant to health issues. Specifically, it examined how temporal framing moderates the effects of gain-loss framing on social distancing with particular attention to the underlying affective mechanisms of these interactions. A 2 (temporal framing: proximal vs. distal) X 2 (gain-loss framing: gain vs. loss) randomized experiment was conducted with 114 undergraduate students in Korea.
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