Purpose
This study seeks to understand the psychological dynamics that drive women who, after an unexpected pregnancy, are considering carrying to term, adopting, or aborting, and the emotional needs fulfilled by each decision.
Methods
One-on-one interviewing was used with a group of 46 female participants between the ages of 18-49 years old from St. Louis, Missouri. A large sampling was not needed as the findings can be generally applied to others who are emotionally similar. Twenty-one respondents chose abortion and twenty-five respondents carried their children to term. Of those twenty-five, thirteen kept their child and 12 placed their child for adoption. Twenty-two respondents are not married and twenty-four are married. All respondent’s household income is above $25,000 per year.
All respondents participated in a seventy-five-minute interview followed by a storyboard viewing of three to five possible Vitae Commercials.
Conclusion
This study concludes that in order to encourage women to carry to term, close attention must be paid to both the underlying and direct message the ads portray. The goal is to reach women who are troubled by abortion, confidantes, and abortion-minded mothers. Messaging should be clear and focus on the aftermath of an abortion decision rather than the decision-making process. To avoid a pushy, preachy or manipulative message, ads should share personal testimonials from women who have regretted abortions, thus minimizing judgment of the ad or actress. The true role of a confidante (one who listens without judgment) should be obvious in ads.
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