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Hispanic Women, Breast Cancer Screening and Preferences for Breast Health Information:
Unformatted Document Text:  Breast Cancer Screening 10 Communication preference. To increase effectiveness, positive emotional appeals should be implemented utilizing specific sources and channels. For instance, since intimidated no-action women are scared and avoid uncomfortable situations (e.g., doctor visits), enhanced effectiveness is achieved if trusted community leaders relay breast health messages. Further, message effectiveness is increased if fear appeals are not used. The combination of positive emotional appeals provided by a trusted community member reduces the women’s level of intimidation and anxiety. Intimidated no-action women prefer to “listen to [a cancer survivor] tell her story.” However, if fear appeals are implemented, the women may further oppose any means of prevention, because it will reinforce the fears that inhibit them. As one participant stated, “Statistics will make me [disbelieve further].” In addition to positive emotional appeals, intimidated no-action women prefer logical information that includes a cultural perspective. Logical information is information that women interpret and understand based upon their own knowledge. Inclusion of cultural components of family, spirituality, and language enhance logical appeals. For example, images associated with family and community hold stronger appeal than those focused on the individual. One women offered, “Pictures of family [experiencing breast cancer] will be a good idea.” Spirituality can also be incorporated into the messages because intimidated no-action women espouse faith in God or a higher entity: “God will take care of it.” They also prefer information that is provided in Spanish. Presenting information in Spanish removes the language barrier they encounter and frustration they feel “when [they cannot] understand the information.” Reaching intimidated no-action women may be difficult because they are avoiders. Disseminating information though interpersonal, face-to-face communication, or through personalized mailers, is the most effective approach for this population since no-action women

Authors: DeVargas, Felicia., Sanchez, Christina. and Oetzel, John.
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Breast Cancer Screening 10
Communication preference. To increase effectiveness, positive emotional appeals should
be implemented utilizing specific sources and channels. For instance, since intimidated no-action
women are scared and avoid uncomfortable situations (e.g., doctor visits), enhanced
effectiveness is achieved if trusted community leaders relay breast health messages. Further,
message effectiveness is increased if fear appeals are not used. The combination of positive
emotional appeals provided by a trusted community member reduces the women’s level of
intimidation and anxiety. Intimidated no-action women prefer to “listen to [a cancer survivor] tell
her story.” However, if fear appeals are implemented, the women may further oppose any means
of prevention, because it will reinforce the fears that inhibit them. As one participant stated,
“Statistics will make me [disbelieve further].”
In addition to positive emotional appeals, intimidated no-action women prefer logical
information that includes a cultural perspective. Logical information is information that women
interpret and understand based upon their own knowledge. Inclusion of cultural components of
family, spirituality, and language enhance logical appeals. For example, images associated with
family and community hold stronger appeal than those focused on the individual. One women
offered, “Pictures of family [experiencing breast cancer] will be a good idea.” Spirituality can
also be incorporated into the messages because intimidated no-action women espouse faith in
God or a higher entity: “God will take care of it.” They also prefer information that is provided
in Spanish. Presenting information in Spanish removes the language barrier they encounter and
frustration they feel “when [they cannot] understand the information.”
Reaching intimidated no-action women may be difficult because they are avoiders.
Disseminating information though interpersonal, face-to-face communication, or through
personalized mailers, is the most effective approach for this population since no-action women


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