Abstract
Research has identified several communication strategies that could increase adherence to colorectal cancer screening recommendations. Two promising strategies are tailoring and narrative-based approaches. Tailoring is the personalization of information based on individual characteristics. Narrative-based approaches use stories about similar others to counter perceived barriers and cultivate self-efficacy. To compare these two approaches, a randomized controlled trial was carried out at 8 worksites in Indiana. Adults 50-75 (N=209) received one of four messages about colorectal cancer screening: stock, narrative, tailored, tailored narrative. The primary outcome was whether participants filed a colonoscopy claim in the 18 months following the intervention. Individuals receiving narrative messages were 4 times more likely to screen than those not receiving narrative messages. Tailoring did not increase screening behavior overall. However, individuals with higher cancer information overload were 8 times more likely to screen if they received tailored messages. The results suggest that narrative-based approaches are more effective than tailoring at increasing colorectal cancer screening in worksite interventions. Tailoring may be valuable as a strategy for reaching individuals with high overload, perhaps as a follow-up effort to a larger communication campaign.
Original language | English (US) |
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Pages (from-to) | 31-40 |
Number of pages | 10 |
Journal | Social Science and Medicine |
Volume | 104 |
DOIs | |
State | Published - Mar 2014 |
Keywords
- Cancer information overload
- Colonoscopy
- Narratives
- Randomized controlled trial
- Tailoring
- United States
- Worksite interventions
ASJC Scopus subject areas
- Health(social science)
- History and Philosophy of Science