Using the Heuristic Systematic Model and Translated Scientific Messages to Assess Breast Cancer Risk Beliefs and Attitudes About Progesterone

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

Results of ongoing scientific research on environmental determinants of breast cancer are not typically presented to the public in ways they can easily comprehend and use to take preventive actions. In this study, results of scientific studies on progesterone exposure as a risk factor for breast cancer were translated in high and low literacy messages. Using the Heuristic Systematic Model, this study examined how ability, motivation, and message processing influenced perceptions of risk beliefs and negative attitudes about progesterone exposure among women who read the translated scientific messages. Among the 1,254 participants, those given the higher literacy level message had greater perceptions of risk about progesterone. Heuristic message cues as well as motivation also predicted risk beliefs. Finally, risk beliefs predicted negative attitudes about exposure to progesterone. The results have implications for health message design in terms of considering audience features and content for messages to enhance persuasiveness.

Authors

• Rose Hitt

• Evan K. Perrault, Michigan State U

• Sandi W Smith, Michigan State U

• David M Keating, Fors Marsh Group

• Samantha Ann Nazione, Michigan State U

• Kami J. Silk, Michigan State U

• Jessica Russell, California State U - Long Beach