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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 7 own personal goals (Triandis, 1995). Scholars (e.g., Marin & Marin, 1991) describe Hispanic culture as collectivistic. However, not all Hispanics are collectivistic. Self-construal is an individual-level variable consistent with individualism-collectivism that focuses on individual variation within and between cultures (Markus & Kitayama, 1991). Self-construal is one’s self-image and is composed of an independent and an interdependent self. The independent construal of self involves the view that an individual is a unique entity with an individuated repertoire of feelings, cognitions, and motivations. In contrast, the interdependent construal of self involves an emphasis on the importance of relational connectedness (Markus & Kitayama, 1991). These two contruals are independent such that individuals can be high and low on both independence and interdependence (i.e., they are not opposite ends of a continuum). Collectivistic values has been used in designing previous campaigns on breast cancer screening (e.g., Castro et al., 1995; Ramirez et al., 1995; Perez-Stable et al., 1996). For example, a key component of some campaigns is the use of peer counselors to deliver breast-screening messages. These peer counselors are utilized to take advantage of the strong interpersonal relationships in Hispanic communities (i.e., collectivism or interdependence). Thus, it appears that there is a relationship between interdependence and a preference for face-to-face channels. Similarly, it appears that interdependence is related to preferences for sources in that these interventions used women who are members of the community and have trust (confianza) and established bonds. The relationship between self-construal and message preferences is not clear, as is the impact of independence on communication preferences in general. Based on these findings, we offer one hypothesis and two research questions: H1: The more interdependent Hispanic women, the more they prefer face-to-face channels and family/friends as sources for breast health information.

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Communication Preferences
7
own personal goals (Triandis, 1995). Scholars (e.g., Marin & Marin, 1991) describe Hispanic culture
as collectivistic. However, not all Hispanics are collectivistic. Self-construal is an individual-level
variable consistent with individualism-collectivism that focuses on individual variation within and
between cultures (Markus & Kitayama, 1991). Self-construal is one’s self-image and is composed of
an independent and an interdependent self. The independent construal of self involves the view that an
individual is a unique entity with an individuated repertoire of feelings, cognitions, and motivations. In
contrast, the interdependent construal of self involves an emphasis on the importance of relational
connectedness (Markus & Kitayama, 1991). These two contruals are independent such that individuals
can be high and low on both independence and interdependence (i.e., they are not opposite ends of a
continuum).
Collectivistic values has been used in designing previous campaigns on breast cancer screening
(e.g., Castro et al., 1995; Ramirez et al., 1995; Perez-Stable et al., 1996). For example, a key
component of some campaigns is the use of peer counselors to deliver breast-screening messages.
These peer counselors are utilized to take advantage of the strong interpersonal relationships in
Hispanic communities (i.e., collectivism or interdependence). Thus, it appears that there is a
relationship between interdependence and a preference for face-to-face channels. Similarly, it appears
that interdependence is related to preferences for sources in that these interventions used women who
are members of the community and have trust (confianza) and established bonds. The relationship
between self-construal and message preferences is not clear, as is the impact of independence on
communication preferences in general. Based on these findings, we offer one hypothesis and two
research questions:
H1: The more interdependent Hispanic women, the more they prefer face-to-face channels and
family/friends as sources for breast health information.


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