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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 2 Breast cancer is the leading type of cancer among Hispanic women in the United States accounting for 30 percent of all types of cancer (American Cancer Society, 2001). Despite the fact that Hispanic women have a lower incidence and mortality rate of breast cancer than White women, they are more likely to be diagnosed at a later stage, resulting in a lower chance of survival (Bentley, Delfino, Taylor, Howe, & Anton-Culver, 1998; Hunter, 2000; Richardson, Langholz, Bernstein, Burciaga, & Ross, 1992). The reason for the later detection is that Hispanic women are less likely than Black and White women to utilize the three breast screening techniques recommended for early detection, breast self examination (BSE), clinical breast examination (CBE), mammogram (American Cancer Society, 2001; Coe et al., 1994; Saint-Germain, & Longman, 1993). In recent years, a number of studies have examined why breast cancer screening is relatively low among Hispanic women and investigated interventions to increase screening behavior (Navarro et al., 1995; Perez-Stable, Otero-Sabogal, Sabogal, & Naploes-Springer, 1996; Ramirez et al., 1995). These interventions have involved mass media campaigns, print materials, and interpersonal channels (e.g., promatoras or peer counselors) that have resulted in relatively small increases in breast cancer screening (McCalister et al., 1995; Navarro et al., 1995). One of the reasons that the interventions may have had only small effects is that information pertaining to receptivity and response to the intended message has not been fully explored (Rimer, 2000). For example, the development of marketing campaigns and strategies to increase breast cancer screening continues without focused attention on the effectiveness of the campaign as perceived by the targeted population (Marshal, Smith, & McKeon, 1995). One of the critical elements to understand the target population of Hispanic women is to investigate the critical cultural variables that influence perceptions and receptivity of breast health information. Scholars have argued persuasively for the use of culturally-appropriate messages and

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Communication Preferences
2
Breast cancer is the leading type of cancer among Hispanic women in the United States
accounting for 30 percent of all types of cancer (American Cancer Society, 2001). Despite the fact that
Hispanic women have a lower incidence and mortality rate of breast cancer than White women, they
are more likely to be diagnosed at a later stage, resulting in a lower chance of survival (Bentley,
Delfino, Taylor, Howe, & Anton-Culver, 1998; Hunter, 2000; Richardson, Langholz, Bernstein,
Burciaga, & Ross, 1992). The reason for the later detection is that Hispanic women are less likely than
Black and White women to utilize the three breast screening techniques recommended for early
detection, breast self examination (BSE), clinical breast examination (CBE), mammogram (American
Cancer Society, 2001; Coe et al., 1994; Saint-Germain, & Longman, 1993).
In recent years, a number of studies have examined why breast cancer screening is relatively
low among Hispanic women and investigated interventions to increase screening behavior (Navarro et
al., 1995; Perez-Stable, Otero-Sabogal, Sabogal, & Naploes-Springer, 1996; Ramirez et al., 1995).
These interventions have involved mass media campaigns, print materials, and interpersonal channels
(e.g., promatoras or peer counselors) that have resulted in relatively small increases in breast cancer
screening (McCalister et al., 1995; Navarro et al., 1995). One of the reasons that the interventions may
have had only small effects is that information pertaining to receptivity and response to the intended
message has not been fully explored (Rimer, 2000). For example, the development of marketing
campaigns and strategies to increase breast cancer screening continues without focused attention on the
effectiveness of the campaign as perceived by the targeted population (Marshal, Smith, & McKeon,
1995).
One of the critical elements to understand the target population of Hispanic women is to
investigate the critical cultural variables that influence perceptions and receptivity of breast health
information. Scholars have argued persuasively for the use of culturally-appropriate messages and


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