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Hispanic Women, Breast Cancer Screening and Preferences for Breast Health Information:
Unformatted Document Text:  Breast Cancer Screening 1 Hispanic Women, Breast Cancer Screening and Preferences for Breast Health Information: Exploring Distinctions Through a Fantasy Theme Analysis Abstract The purpose of this study was to identify distinctions within women of Hispanic origin that explain their breast health screening practices and preferences for receiving breast health information. We conducted four focus group involving 20 Hispanic women aged 35 or older. We utilized fantasy theme analysis (Bormann, 1985) and discovered five distinct character types: intimidated no-action, intimidated action, prohibited, proactive individualist, and proactive collectivist. Each of these character types had different action and scenes in which they engaged (or did not engage) in breast cancer screening. Furthermore, each character type had specific preferences in regard to the receipt of breast health information. We discuss these preferences and note implications for designing effective communication campaigns targeting various character types of Hispanic women.

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Screening 1
Hispanic Women, Breast Cancer Screening and Preferences for Breast Health Information:
Exploring Distinctions Through a Fantasy Theme Analysis
Abstract
The purpose of this study was to identify distinctions within women of Hispanic origin
that explain their breast health screening practices and preferences for receiving breast health
information. We conducted four focus group involving 20 Hispanic women aged 35 or older. We
utilized fantasy theme analysis (Bormann, 1985) and discovered five distinct character types:
intimidated no-action, intimidated action, prohibited, proactive individualist, and proactive
collectivist. Each of these character types had different action and scenes in which they engaged
(or did not engage) in breast cancer screening. Furthermore, each character type had specific
preferences in regard to the receipt of breast health information. We discuss these preferences
and note implications for designing effective communication campaigns targeting various
character types of Hispanic women.


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