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Journal of Behavioral Medicine

Erschienen in:

07.06.2018

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

verfasst von: Todd Lucas, Mark Manning, Lenwood W. Hayman Jr., James Blessman

Erschienen in: Journal of Behavioral Medicine | Ausgabe 6/2018

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Abstract

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.

Although participants were randomly assigned, a one-way ANOVA conducted during preliminary analysis also revealed that racial identity scores significantly differed across the four experimental cells (F (3, 128) = 3.069, p = .030). To further ensure fidelity, all statistical analyses were repeated using within-cell standardized scores for racial identity. The subsequently described results were not significantly affected by this standardization. For simplicity, we report only the results without standardization.

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Titel: Targeting and tailoring message-framing: the moderating effect of racial identity on receptivity to colorectal cancer screening among African–Americans
verfasst von: Todd Lucas
Mark Manning
Lenwood W. Hayman Jr.
James Blessman
Publikationsdatum: 07.06.2018
Verlag: Springer US
Erschienen in: Journal of Behavioral Medicine / Ausgabe 6/2018
Print ISSN: 0160-7715
Elektronische ISSN: 1573-3521
DOI: https://doi.org/10.1007/s10865-018-9933-8

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