Discovering key constructs that influence health attitudes and behaviors

This presentation will provide information on previously unmeasured (privacy, male gender role attitudes), as well as alternative constructs (empowerment versus fatalism), aspects of constructs not often measured (salience of ethnic identity versus racial pride or ideology) and a more inclusive measure for other constructs (collectivism) and their role in cancer attitudes and intent to obtain colorectal cancer screening. Participants were 1034 African Americans, 683 women and 338 men recruited from a listed sample based on random digit dial (RDD) generated lists matched to market research data to achieve numbers most likely to include African Americans, 50 to 75 years of age. The listed sample was drawn to assure that major geographical regions were represented and supplemented with a separate RDD list used reduce biases produced by a listed sample. Eligibility criteria for participation included being born in the United States, self-identified African American male or female, age 50 to 75 years. The data reported suggest that privacy, empowerment, salience of ethnic identity, collectivism, and medical discrimination and religiosity accounted for 7 to 18% of the variance in cancer attitudes such as cancer worry, perceived cancer screening benefits and barriers, as well as screening efficacy. These cancer attitudes were related to intent to screen and colorectal cancer screening status. The presentation provides definitions, a theoretical framework for understanding these relationships, and practical strategies for addressing these issues in cancer communication and health promotion activities.