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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 13 we asked participants to identify eligible Hispanic women to participate. To help recruit women, we offered five cash prizes ($75, $50, and three $25) to participants who completed a survey. Students were offered extra credit as an alternative to being entered in a raffle for the prizes. Results We present the results in two sections. First, we discuss the reliability factor analysis of the variables. Second, we test the hypotheses and answer the research questions with correlational and regression analysis. Factor and Reliability Analyses The scales for the independent variables come from established scales so we analyzed the reliability of each scale with Cronbach’s alpha. We found the scales to be adequate to good reliability: independent self-construal (.73), interdependent self-construal (.63), equity attributions (.67), behavioral-environmental attributions (.68), assimilation (.82), bicultural (.76), marginal (.85), and traditional (.84). The means and standard deviations for these variables were the following: independent self-construal (M = 4.06, SD = .49), interdependent self-construal (M = 3.59, SD = .46), equity attributions (M = 1.40, SD = .58), behavioral-environmental attributions (M = 3.41, SD = .83), assimilation (M = 3.51, SD = .81), bicultural (M = 3.83, SD = .74), marginal (M = 2.16, SD = .76), and traditional (M = 3.63, SD = .82). We utilized factor analysis for the source, message, and channel items. For each set of items, we used principle components with varimax rotation. For an item to load on a factor, the primary loading had to be at least .4 and the secondary loading had to be at least .15 less than the primary loading. Table 2 displays the items and the primary factor loadings. For the source items, two factors accounting for 60.38% of the variance were discovered. The first factor accounted for 31.38% of the variance and contained five items. This factor was labeled family sources because the items focus on

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Communication Preferences
13
we asked participants to identify eligible Hispanic women to participate. To help recruit women, we
offered five cash prizes ($75, $50, and three $25) to participants who completed a survey. Students
were offered extra credit as an alternative to being entered in a raffle for the prizes.
Results
We present the results in two sections. First, we discuss the reliability factor analysis of the
variables. Second, we test the hypotheses and answer the research questions with correlational and
regression analysis.
Factor and Reliability Analyses
The scales for the independent variables come from established scales so we analyzed the
reliability of each scale with Cronbach’s alpha. We found the scales to be adequate to good reliability:
independent self-construal (.73), interdependent self-construal (.63), equity attributions (.67),
behavioral-environmental attributions (.68), assimilation (.82), bicultural (.76), marginal (.85), and
traditional (.84). The means and standard deviations for these variables were the following:
independent self-construal (M = 4.06, SD = .49), interdependent self-construal (M = 3.59, SD = .46),
equity attributions (M = 1.40, SD = .58), behavioral-environmental attributions (M = 3.41, SD = .83),
assimilation (M = 3.51, SD = .81), bicultural (M = 3.83, SD = .74), marginal (M = 2.16, SD = .76), and
traditional (M = 3.63, SD = .82).
We utilized factor analysis for the source, message, and channel items. For each set of items,
we used principle components with varimax rotation. For an item to load on a factor, the primary
loading had to be at least .4 and the secondary loading had to be at least .15 less than the primary
loading. Table 2 displays the items and the primary factor loadings. For the source items, two factors
accounting for 60.38% of the variance were discovered. The first factor accounted for 31.38% of the
variance and contained five items. This factor was labeled family sources because the items focus on


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