Culturally Targeted Loss Framed Messaging for Colorectal Cancer Screening in Afri

描述（由申请人提供）： 非裔美国人患结直肠癌（CRC）和死于结直肠癌的风险大大增加。这种代价高昂的差异在很大程度上可以归因于非洲裔美国人减少使用现有的CRC筛查。虽然通过筛查早期发现CRC是非常有益的，但鼓励非裔美国人使用它们的努力并不成功，这表明迫切需要制定和评估有效的健康信息策略。反过来，健康传播研究提倡使用损失框架信息和个人预防信息来鼓励疾病检测B行为。然而，这些信息传递策略的能力，以鼓励CRC筛查非洲裔美国人还没有得到很好的理解。这包括对此类信息与可能阻碍筛查行为的种族主义和医学不信任的看法相结合的潜力的有限了解，以及是否可以同时采用丢失框架和个人预防信息来更好地促进非裔美国人中的CRC筛查。拟议研究的长期目标是发展健康传播，减少重大和昂贵的种族健康差距，并揭示心理过程，为少数民族提供有效的健康信息。该应用程序的直接目标是确定如何使用增益和损失帧消息以及个人预防消息来减少非裔美国人之间的CRC筛查差异。核心假设是，当信息同时强调个人预防和丢失框架时，非裔美国人将最好被迫获得CRC筛查。具体目的是1）识别和比较独立的增益与损失框架的健康消息传递对非裔美国人的CRC筛查态度、意图和行为的影响; 2）识别和比较增益与损失框架的健康消息传递对非裔美国人感知的种族主义和医学不信任的影响; 3）确定将增益和损失框架信息与文化上针对性的个人预防信息相结合对非裔美国人的CRC筛查态度、意图和行为的影响。拟议的研究将开发和管理CRC信息和筛选视频通信的独特版本。这些视频将被用来实验性地评估独立的和耦合的丢失框架和个人预防健康信息对当地非裔美国人样本中CRC筛查态度、意图和行为的影响。拟议的研究还将确定健康信息对种族主义和医疗不信任感的影响。该项目对公共卫生的影响是重大的。也就是说，拟议的研究将提供知识，这对于开发和评估少数民族健康信息的有用方法，以及更好地了解如何最好地鼓励非裔美国人的癌症检测行为至关重要。

DESCRIPTION (provided by applicant): Project Summary African-Americans are at a substantially increased risk of both developing and dying from colorectal cancer (CRC). This costly disparity can be largely attributed to African-Americans' diminished use of available CRC screenings. Although early detection of CRC via screening is highly beneficial, efforts to encourage their use among African-Americans have not been successful, suggesting a critical need to develop and evaluate effective health messaging strategies. In turn, health communication research has advocated the use of both loss-framed messaging and also personal prevention messaging to encourage illness detection b behaviors. However, the capacity of these messaging strategies to encourage CRC screening among African-Americans is not well understood. This includes limited knowledge about the potential of such messages to interface with perceptions of racism and medical mistrust that can impede screening behavior, and also whether loss-framed and personal prevention messages can be simultaneously employed to better promote CRC screening among African-Americans. The long-term goal of the proposed research is to develop health communications that reduce significant and costly ethnic health disparities, and to reveal psychological processes that underlie effective health messaging for ethnic minorities. The immediate objective of this application is to identify how gain and loss-framed messaging, as well as personal prevention messaging, may be used to reduce CRC screening disparities among African-Americans. The central hypothesis is that African-Americans will be best compelled to obtain screening for CRC when messages simultaneously emphasize personal prevention and are loss-framed. The specific aims are to 1) identify and compare effects of stand-alone gain versus loss- framed health messaging on African-Americans' CRC screening attitudes, intentions, and behavior; 2) identify and compare effects of gain versus loss-framed health messaging on African-Americans' perceived racism and medical mistrust; 3) determine the effect of coupling gain and loss-framed messages with a culturally-targeted personal prevention message on African-Americans' CRC screening attitudes, intentions, and behavior. The proposed research will develop and administer for unique versions of a CRC informational and screening video communication. These videos will be used to experimentally evaluate the effects of stand-alone and coupled loss-framed and personal prevention health messages on CRC screening attitudes, intentions, and behavior in a local sample of African-Americans. The proposed research will also identify the effects of health messages on perceived racism and medical mistrust. The public health implications of this project are significant. Namely, the proposed research will provide knowledge that is critical for developing and evaluating useful approaches to ethnic minority health messaging, and for better understanding how best to encourage cancer detection behaviors among African-Americans.