The Effect of Perceived Spokesperson Masculinity on HPV Vaccination Intention among College Students

Abstract The human papillomavirus (HPV) vaccine is a highly effective preventive measure against cervical cancer, genital warts, and other infectious diseases that affect both men and women. Because the vaccine was initially recommended for girls/women, a gap in vaccine uptake between women and men persists. Guided by the model of source credibility and protection motivation theory, this study examined whether perceived spokesperson masculinity may potentially “defeminize” the perceived HPV stigma and increase college students’ HPV vaccination intention. The study adopted a 2\(\:\times\:\)2 between-subjects design ( N = 267) comparing unvaccinated U.S. college students’ responses to a more muscular vs. less muscular fictional male physician with an older- vs. a younger appearance. Findings showed that participants perceived the physician who appeared more muscular and older-looking as more agentic-masculine, which, in turn, increased their perceived credibility. This credibility perception led to higher vaccination intention, but it did not directly influence beliefs about the HPV threats and the vaccine’s efficacy. Two mediation paths were statistically significant: from physician’s agentic masculinity via physician credibility and coping efficacy, respectively, to vaccination intention. Both threat and coping efficacy perception were also found to be positively related to vaccination intention. This study extends our understanding of how perceived credibility of spokespersons in vaccine communication may facilitate beneficial HPV-threat evaluation and increase protective action intention.