Communicating Genetics, Race, and Medicine: Effects of Message Framing and Racial Priming on Public Opinion about Personalized Medicine

There is a lack of research on the impact of messages about genetics, race, and health on public attitudes and beliefs (Lee, 2003). As progress in the field of genetics rapidly advances, there is growing concern about the consequences of linking race with genetic traits and associated health risks. Recent studies have shown that casting race as a biological marker can provide justification for a racially inequitable status quo and the continued marginalization of historically disadvantaged groups (Williams and Eberhardt, 2008). This research analyzes the effects of messages about genetics and race on Americans' opinions about personalized medicine. The project involves two studies: 1) a study examining the contrast effects of racial priming on opinions about personalized medicine and race-based medicine among Whites and African Americans; 2) a replication study using a between-subjects factorial design and a larger, national sample of participants (N=3,754), including an oversample of African Americans. This research finds compelling differences between Whites and African Americans in their opinions about personalized medicine before and after exposure to a racial priming message. A consistent finding at the outset of both studies is that Whites are significantly more favorable toward personalized medicine than African Americans, and African Americans are more concerned about discrimination and limits on access to medical treatment as a consequence of personalized medicine. This study also examines the role of demographic variables (e.g., education, political ideology) and racial attitudes in moderating the observed effects of messages about genetics and race on public attitudes about personalized medicine.