Computer-based, individually tailored health communication has shown promise in helping people change a range of health-related behaviors. The efficacy of such communication may be enhanced by tailoring not only on traditional behavioral constructs but also on culturally relevant constructs that are prevalent in a given population and associated with health-related beliefs or practices. Thus in an individually tailored health magazine for urban African American women, we tailored messages on religiosity, collectivism, ethnic identity, and perception of time. In crafting messages to address these constructs, we employed two basic health communication strategies: (1) assessment-based tailoring using either individual items or global constructs from the cultural variable scales; and (2) a variety of formative methods to guide message content, message approach, use of language, and accompanying graphics. This presentation will demonstrate at least three different strategies for tailoring messages on cultural variables, describe formative testing results from focus groups, cognitive response testing, and an advisory panel, and show sample tailored messages. The efficacy of these messages is being tested in a NCI funded study to increase mammography use and fruit and vegetable intake among African American women. This approach breaks new ground in tailored communication by employing culturally relevant variables in the creation of messages for individuals.
Learning Objectives: 1. Recognize the value of formative testing in making health communication programs and materials more culturally relevant for diverse populations. 2. Gain a better understanding of how culturally relevant constructs, such as religiosity, collectivism, perception of time, and ethnic identity, can be used in writing tailored messages
Keywords: Cancer Prevention, Minority Health
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.