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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 10 The relationship among cultural health beliefs and communication preferences has not been investigated. It appears reasonable to assume that the more women have a behavioral-environmental orientation, the more likely they will prefer medical experts as sources and logical appeals. These individuals would emphasize the specific behavioral and environmental associations with breast cancer. Thus, they would prefer to receive information from experts, presented in a clear, logical manner to address these factors. In contrast, Hispanic women with an equity attribution orientation would prefer unconventional methods of receiving information from sources that are close to them. Based on these arguments, we offer two hypotheses: H5: The more Hispanic women have an equity attribution orientation, the more they prefer face-to-face channels and family/friends for breast health information or no information at all. H6: The more Hispanic women have a behavioral-environmental orientation, the more they prefer medical experts and logical messages for breast health information. Methods A self-report questionnaire was developed to test the hypotheses and answer the research questions. We utilized established measures for the subjective cultural variables and developed a measure of communication processes in a two-step process. Participants Participants included 132 self-identified Hispanic women aged 35 or older. We selected 35 as a criterion for participation as these women have likely completed (or at least been encouraged to) BSE and CBE and they are approaching the age of recommendation for mammography (40). The average age of participants was 46.84 (SD = 10.18) with the youngest being 35 and the oldest 79. The remaining demographic variables (ethnic group label, number of children, health insurance, education,

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Communication Preferences
10
The relationship among cultural health beliefs and communication preferences has not been
investigated. It appears reasonable to assume that the more women have a behavioral-environmental
orientation, the more likely they will prefer medical experts as sources and logical appeals. These
individuals would emphasize the specific behavioral and environmental associations with breast
cancer. Thus, they would prefer to receive information from experts, presented in a clear, logical
manner to address these factors. In contrast, Hispanic women with an equity attribution orientation
would prefer unconventional methods of receiving information from sources that are close to them.
Based on these arguments, we offer two hypotheses:
H5: The more Hispanic women have an equity attribution orientation, the more they prefer
face-to-face channels and family/friends for breast health information or no information at all.
H6: The more Hispanic women have a behavioral-environmental orientation, the more they
prefer medical experts and logical messages for breast health information.
Methods
A self-report questionnaire was developed to test the hypotheses and answer the research
questions. We utilized established measures for the subjective cultural variables and developed a
measure of communication processes in a two-step process.
Participants
Participants included 132 self-identified Hispanic women aged 35 or older. We selected 35 as a
criterion for participation as these women have likely completed (or at least been encouraged to) BSE
and CBE and they are approaching the age of recommendation for mammography (40). The average
age of participants was 46.84 (SD = 10.18) with the youngest being 35 and the oldest 79. The
remaining demographic variables (ethnic group label, number of children, health insurance, education,


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