Table 3.

Summary of Findings for Product: Benefits of Getting HPV Vaccine

MOTHERS
Benefits of vaccinating [A] Prevents cancer Prevents HPV/STIs (no cure for HPV) Protects daughter from harm Don’t want to regret it if she gets cancer Realize her dreams Educational value for daughter “I think it’s a really good preventative measure for girls and boys.” [C] “…there is a potential that she could, being young, unknowingly be infected with the HPV virus because you can’t look at someone and tell that they have the virus and so rather than taking that risk to just go ahead and get it [vaccine].” [C] “…if you can get a vaccine to prevent something, then I think it’s a good idea, because there’s not many vaccines out there that can prevent sexually transmitted-type viruses.” [C] Comparison with other vaccines Family receives other vaccines [C, U] Just like any other vaccination [U] Similar to flu shot [C] Some see it as different because newer and associated with sexual activity [U] “…it is a much more valuable vaccination than the flu. I’m going to get over the flu. HPV is potentially something I can have for a lifetime.” [C] “…they get chicken pox shots and measles shots and the hepatitis shot. Why don’t they get this one?” [U] “I just tried to put it in the view of she’s had all the other childhood immunizations.” [C]	Aspirations for Daughters That daughter is a well-rounded, balanced, focused, confident individual [U] That she remembers what she was taught [U] That she is responsible [A] That she is a productive member of society [C] “…remember who she is and to stay grounded even during those times when her life is pulling her in different directions.” [U] Values Teaching daughter [U] Leading by example [U] Watching her grow [A] Showing her love and affection [A] Learning from her [C] “I just want my daughter to literally not make some of the mistakes that I did…” [U] Concerns for Daughter Her future/Reaching her goals [U] Boys/Sex/Getting pregnant/STIs [A] Health [A] Peer pressures [A] Self-awareness/Confidence [A] That she makes good choices [A] School [A] That she learns from my mistakes [A] Appearance [A] Emotional health [C] Keep her safe/protected [C] “One of the things I want for my daughter do is to remain confident in is her ability to lead and I don’t want her to get caught up in being a follower.” [R]
DAUGHTERS
Benefits of vaccinating [A] Prevents cancer Protects myself in general Prevents HPV To make my own choices Have a healthy future Aspirations for Self [A] To work in the medical field To work in the fashion industry To be a teacher To attend & graduate college To own my own business “My dream is to become a nurse because I like helping people and children…” [U]	Concerns for Self [A] Reaching goals/getting a good job Getting into college/making good grades Buying a car/learning to drive Family issues “I wonder about what people think of me when I walk into a room…” [I] “I try to look for a boy to replace my real father because my real father, he’s not really there for me like I wish he was and I want somebody to be there for me…” [U]

Note: Subthemes in bulleted lists are listed in order of frequency, from more frequent to less frequent.

Key: Letters in brackets indicate to which market segment each theme/subtheme applies, as follows: A= All segments, C= Completed, I= Incomplete, U= Undecided, R= Rejected.