BCERC Message Testing Study

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BCERC Message Testing Study

• Kami J. Silk, PhD
• Department of Communication
• COTC, Michigan State University

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Overview

• Message Study
• Committee
• Institutional Review Board
• Inoculation Theory
• Method Messages
• Outcome Measures
• Website Study
• Explanation of study
• Results Implications

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Committee

• Utilized committee structure
• Emerged out of Berkley meeting
• Conference call emails
• Suggestions input
• Message revisions survey content approval
• Graduate student
• Journalism background
• Technology savvy

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Institutional Review Board

• MSU submitted IRB approval
• Indicated working with fellow COTCs
• Other institutions may want to investigate
  whether or not to also submit
• Share IRB with group

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Theoretical Framework

• Inoculation Theory
• Purpose
• Biological metaphor
• How does it work?
• Application to the BCERC messages

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Method

• Design
• 2 x 2 (evidence x source) between subjects,
  post-test only
• Sample
• Mothers (oversample this group)
• Snowball technique
• Online
• Websurveyor program
• Informed consent
• Expose to message
• Complete questionnaire

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Messages

• Inoculation framework
• Background templates
• Message topics
• Prevention focus
• Diet exercise, normal mammary gland
  development, chemical exposure
• Manipulations
• Evidence
• Source credibility
• Share messages

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Background Template
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Outcome Measures

• Knowledge
• Self-efficacy
• Attitude
• Behavioral intention
• Demographic
• Control variables
• Share outcome measures

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Plan of Action

• July 2007
• Obtain final approval
• Refine messages
• Finalize website
• August 2007
• Begin online recruitment of women with help of
  COTCs
• Collect data until December 2007
• January February 2007
• Analyze data
• Write-up results

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Issues to Consider

• IRB at respective institutions
• Mechanisms for recruiting sample
• Access to data
• Authoring manuscripts

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Communication Assessments of Top Breast Cancer
Websites Evaluation of Design and Theoretical
Criteria

• Pamela Whitten, Sandi Smith, Samantha Munday,
  Carolyn LaPlante
• Michigan State University

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Background

• 31-55 of Americans access health-related
  websites for information and guidance
• Evaluation is critical
• Credibility of site
• Accuracy of advice
• Disparities in access
• Confusion re navigation and comprehension
• Health website consumerism is increasing

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Basic Tenets of Website Evaluation

• Authorship
• Contact Links
• How frequently the website is updated
• However, many prior evaluations lack a
  theoretical component to assessment

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Theories of Behavior Change

• The Transtheoretical Model
• Looks at stages of change regarding behavior
  and motivation
• The Theory of Planned Behavior (TPB)
• Attitudes, Subjective Norms, Perceived Behavioral
  Control
• Extended Parallel Process Model (EPPM)
• Perceived threats, Efficacy, Perceived Severity

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Methodology

• Stage 1 - Formal search of most commonly used
  breast cancer websites
• Stage 2 - Assessment of basic tenets design
  qualities of websites
• Stage 3 - Assessment of the use of (3)
  theoretical models in website content

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Results

• Top 3 websites (n 157)
• www.komen.org
• www.thebreastcancersite.com
• www.nationalbreastcancer.org
• Basic use and design tenets
• 100 listed their source
• 80 were attractive, removed outdated
  information, presented info clearly, etc.
• However, 60 did not provide contact or other
  critical information (e.g. webmaster, last date
  of revision, etc.)
• Use of Theory
• Lack of strategic behavior change motivators on
  top sites
• Relied primarily on consciousness raising and
  prevention

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Conclusions / Future Directions

• Changes are needed in a majority of breast cancer
  sites
• More accessible to their audiences
• Motivation toward healthy, preventive behaviors
• What is the effect of focusing on threat and not
  efficacy?
• Presence of (1) promoting prevention and (2)
  early detection
• Does the promotion of behavior change on websites
  have an effect on likelihood to donate?

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Thank you for your time!

• Questions Discussion