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Responses to Behaviorally vs Culturally Tailored Cancer Communication Among African American Women

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Objective: To examine whether tailored cancer communication for African American women can be enhanced by tailoring on 4 sociocultural constructs: religiosity, collectivism, racial pride, and time orientation. Methods: In a randomized trial, participants (n=1227) received a women's health magazine tailored using behavioral construct tailoring (BCT), culturally relevant tailoring (CRT), or both (COMBINED). Two follow-up interviews assessed responses to the magazines. Results: Responses to all magazines were positive. The health focus of the magazines was initially obscured in the CRT condition, but this disappeared over time, and CRT magazines were better liked. Conclusions: Implications for developing and understanding effects of tailored cancer communication are discussed.

Keywords: cancer prevention; culture; health attitudes; health communication; health education; minority health

Document Type: Research Article


Affiliations: 1: Health Communication Research Laboratory, School of Public Health, Saint Louis University, St. Louis, MO. 2: Community and Family Medicine, Department of Surgery, Duke University, Durham, NC. 3: Division of Biostatistics, School of Medicine, Washington University, St. Louis, MO. 4: Department of Psychology, Saint Louis University, St. Louis, MO. 5: School of Public Health, Saint Louis University, St. Louis, MO.

Publication date: May 1, 2004

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  • The American Journal of Health Behavior seeks to improve the quality of life through multidisciplinary health efforts in fostering a better understanding of the multidimensional nature of both individuals and social systems as they relate to health behaviors.

    The Journal aims to provide a comprehensive understanding of the impact of personal attributes, personality characteristics, behavior patterns, social structure, and processes on health maintenance, health restoration, and health improvement; to disseminate knowledge of holistic, multidisciplinary approaches to designing and implementing effective health programs; and to showcase health behavior analysis skills that have been proven to affect health improvement and recovery.

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