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Hispanic Women's Preferences for Breast Health Information: Subjective Cultural Influences on Source, Message, and Channel
Unformatted Document Text:  Breast Cancer Communication Preferences 1 Hispanic Women’s Preferences for Breast Health Information: Subjective Cultural Influences on Source, Message, and Channel Abstract The purpose of this study was to investigate the influence of three subjective cultural factors-- self-construals (independence and interdependence), ethnic identity (bicultural, assimilation, traditional, and marginal), and cultural health beliefs (equity and behavioral-environmental attributions)--on source, message, and channel preferences for receiving breast health information. Hispanic women aged 35 or older (N = 132) completed a self-report questionnaire. An instrument to measure communication preference was created that included seven variables: expert sources, family sources, fear messages, encouraging messages, media channels, face-to-face channels, and no information. There were three main findings of the study. First, subjective cultural variables were significant predictors of communication preferences ranging from 6% to 36% of the variance explained. Second, interdependence was a positive predictor of six communication variables (all but no information), while bicultural identity was a predictor of four (expert sources, encouraging messages, media channels, and no information [-]). Third, four clusters of associations were discovered: (a) interdependence and traditional identity were associated positively with media and face-to-face channels, (b) interdependence and assimilation were associated positively with family sources and fear messages, (c) marginal identity and equity attributions were associated positively with fear messages and a desire for no information, and (d) bicultural identity and behavioral-environmental attributions were associated positively with encouraging messages and media channels.

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Communication Preferences
1
Hispanic Women’s Preferences for Breast Health Information: Subjective Cultural Influences on
Source, Message, and Channel
Abstract
The purpose of this study was to investigate the influence of three subjective cultural factors--
self-construals (independence and interdependence), ethnic identity (bicultural, assimilation,
traditional, and marginal), and cultural health beliefs (equity and behavioral-environmental
attributions)--on source, message, and channel preferences for receiving breast health information.
Hispanic women aged 35 or older (N = 132) completed a self-report questionnaire. An instrument to
measure communication preference was created that included seven variables: expert sources, family
sources, fear messages, encouraging messages, media channels, face-to-face channels, and no
information. There were three main findings of the study. First, subjective cultural variables were
significant predictors of communication preferences ranging from 6% to 36% of the variance
explained. Second, interdependence was a positive predictor of six communication variables (all but no
information), while bicultural identity was a predictor of four (expert sources, encouraging messages,
media channels, and no information [-]). Third, four clusters of associations were discovered: (a)
interdependence and traditional identity were associated positively with media and face-to-face
channels, (b) interdependence and assimilation were associated positively with family sources and fear
messages, (c) marginal identity and equity attributions were associated positively with fear messages
and a desire for no information, and (d) bicultural identity and behavioral-environmental attributions
were associated positively with encouraging messages and media channels.


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