Targeting and tailoring message-framing: the moderating effect of racial identity on receptivity to colorectal cancer screening among African–Americans

This study demonstrates the potential of racial identity to moderate how gain and loss-framed messaging, as well as culturally-targeted messaging, can affect receptivity to preventive health screening. African–Americans ( N  = 132) who were noncompliant with recommended colorectal cancer (CRC) scree...

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Veröffentlicht in:Journal of behavioral medicine 2018-12, Vol.41 (6), p.747-756
Hauptverfasser: Lucas, Todd, Manning, Mark, Hayman, Lenwood W., Blessman, James
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creator Lucas, Todd
Manning, Mark
Hayman, Lenwood W.
Blessman, James
description This study demonstrates the potential of racial identity to moderate how gain and loss-framed messaging, as well as culturally-targeted messaging, can affect receptivity to preventive health screening. African–Americans ( N  = 132) who were noncompliant with recommended colorectal cancer (CRC) screening completed a measure of racial identity centrality—encompassing the extent to which racial identity is a core component of self-concept—and then participated in an online education module about CRC screening, during which either gain or loss-framed messaging was introduced. Half of African–Americans were also exposed to a culturally-targeted self-help message about preventing CRC. Theory of Planned Behavior measures of attitudes, normative beliefs, perceived behavioral control, and intentions to obtain a CRC screen served as outcomes. Results confirmed that effects of messaging on receptivity to CRC screening depended on racial identity. Among low racial identity African Americans, gain-framed messaging most effectively increased normative beliefs about obtaining CRC screening, whereas among high racial identity African Americans loss-framed messaging was most compelling. However, these effects most strongly emerged when culturally-targeted self-help messaging was included. We discuss implications for health disparities theory and research, including a potential to simultaneously deploy culturally-targeted and tailored messaging based on racial identity.
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African–Americans ( N  = 132) who were noncompliant with recommended colorectal cancer (CRC) screening completed a measure of racial identity centrality—encompassing the extent to which racial identity is a core component of self-concept—and then participated in an online education module about CRC screening, during which either gain or loss-framed messaging was introduced. Half of African–Americans were also exposed to a culturally-targeted self-help message about preventing CRC. Theory of Planned Behavior measures of attitudes, normative beliefs, perceived behavioral control, and intentions to obtain a CRC screen served as outcomes. Results confirmed that effects of messaging on receptivity to CRC screening depended on racial identity. Among low racial identity African Americans, gain-framed messaging most effectively increased normative beliefs about obtaining CRC screening, whereas among high racial identity African Americans loss-framed messaging was most compelling. However, these effects most strongly emerged when culturally-targeted self-help messaging was included. We discuss implications for health disparities theory and research, including a potential to simultaneously deploy culturally-targeted and tailored messaging based on racial identity.</abstract><cop>New York</cop><pub>Springer US</pub><pmid>29882172</pmid><doi>10.1007/s10865-018-9933-8</doi><tpages>10</tpages></addata></record>
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source Sociological Abstracts; Applied Social Sciences Index & Abstracts (ASSIA); SpringerLink Journals - AutoHoldings
subjects African Americans
Cancer
Cancer screening
Colorectal cancer
Colorectal carcinoma
Diagnosis
Distance learning
Family Medicine
Frame analysis
General Practice
Health aspects
Health disparities
Health Psychology
Health research
Locus of control
Medical screening
Medicine
Medicine & Public Health
Message framing
Methods
Perceived control
Preventive medicine
Psychological aspects
Racial differences
Racial identity
Receptivity
Self concept
Self help
Social aspects
Tests
Theory of planned behavior
title Targeting and tailoring message-framing: the moderating effect of racial identity on receptivity to colorectal cancer screening among African–Americans
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