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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 16 positive. Thus, the second hypothesis was partially supported as traditional individuals preferred face- to-face channels, but not family sources. The third hypothesis was partially supported as bicultural individuals preferred expert sources, encouraging messages, and media channels, but assimilated individuals did not have these same preferences. The fifth hypothesis stated that he more Hispanic women have an equity attributions orientation, the more they prefer face-to-face channels and family/friends for breast health information or no information at all. The sixth hypothesis offered that the more Hispanic women have a behavioral- environmental orientation, the more they prefer medical experts and logical messages for breast health information. Behavioral-environmental attributions were associated positively with encouraging messages and media channels, while equity attributions were associated positively with fear messages and no information. Thus, the fifth hypothesis was partially supported (no information), while the sixth hypothesis was supported. To further understand the relationships between subjective culture and communication preferences, the data for these hypotheses were analyzed with stepwise regression analysis. Specifically, for each source, message, and channel variables (and the no information variable), the eight subjective cultural variables were entered individually into a linear regression equation in a stepwise manner. Each independent variable had to produce a significant change in the dependent variable at the .05 probability level to be included in the regression equation. The same criterion was used for variable retention. The results of these analyses are displayed in Table 4. The regression model for expert sources yielded three variables, marginal (-), bicultural, and interdependence, F(3,128) = 9.97, p < .001, R 2 = .17. The regression model for family sources yielded one variable, interdependence, F(1,130) = 14.29, p < .001, R 2 = .09. The regression model for encouraging messages yielded three variables, bicultural, interdependence, and behavioral-

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Communication Preferences
16
positive. Thus, the second hypothesis was partially supported as traditional individuals preferred face-
to-face channels, but not family sources. The third hypothesis was partially supported as bicultural
individuals preferred expert sources, encouraging messages, and media channels, but assimilated
individuals did not have these same preferences.
The fifth hypothesis stated that he more Hispanic women have an equity attributions
orientation, the more they prefer face-to-face channels and family/friends for breast health information
or no information at all. The sixth hypothesis offered that the more Hispanic women have a behavioral-
environmental orientation, the more they prefer medical experts and logical messages for breast health
information. Behavioral-environmental attributions were associated positively with encouraging
messages and media channels, while equity attributions were associated positively with fear messages
and no information. Thus, the fifth hypothesis was partially supported (no information), while the sixth
hypothesis was supported.
To further understand the relationships between subjective culture and communication
preferences, the data for these hypotheses were analyzed with stepwise regression analysis.
Specifically, for each source, message, and channel variables (and the no information variable), the
eight subjective cultural variables were entered individually into a linear regression equation in a
stepwise manner. Each independent variable had to produce a significant change in the dependent
variable at the .05 probability level to be included in the regression equation. The same criterion was
used for variable retention. The results of these analyses are displayed in Table 4.
The regression model for expert sources yielded three variables, marginal (-), bicultural, and
interdependence, F(3,128) = 9.97, p < .001, R
2
= .17. The regression model for family sources yielded
one variable, interdependence, F(1,130) = 14.29, p < .001, R
2
= .09. The regression model for
encouraging messages yielded three variables, bicultural, interdependence, and behavioral-


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