The purpose of this study is to examine the relative importance of media coverage and physician advice on the decision of women 40 years and older to obtain a mammogram. Five theoretical models, by which media coverage and physician advice may interact to affect individual health behavior, are presented. These models are tested with time-series regression analysis based on national-level data on mammography utilization and physician advice from the Behavioral Risk Factor Surveillance System (BRFSS) and content analysis of mammography-related national news coverage. Results suggest that while physician advice plays a key role in women's decisions to have mammograms, media coverage of mammography screening also contributes to mammography utilization by women. In particular, media coverage seems to be important for women who do not have regular contact with a physician or access to physicians. A possible conclusion is that mass media and physician advice complement one another in persuading individuals to adopt preventive health behavior.
Learning Objectives: At the conclusion of the presentation, participants will be able to: 1. Describe five alternative models of interaction between media coverage of health issues and physician advice in health promotion efforts. 2. Evaluate the relative importance of each communication channel in promoting health seeking behavior
Keywords: Breast Cancer Screening, Communication Effects
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.