Ethnic Differences in Media Response and Recruitment

招募中的种族多样性是消除癌症控制试验和健康促进计划中健康差异的重要先决条件。虽然征聘活动有时以学习模式为指导，但很少注意一个关键要求：如何用有说服力的信息接触主要目标受众，并保持他们的注意力足够长的时间，以便信息得到处理。在研究如何增加寻求信息的机会和如何更好地招募少数群体参加癌症控制或治疗试验方面，几乎没有采用科学的严谨性。即使是最具创新性的研究也会因为缺乏研究所服务的人群的代表性样本而受阻。本研究的目的是：1）开发和前瞻性测试，理论驱动，种族适当的健康相关信息，以促进信息寻求和招募; 2）测试方法的营销/沟通的消息和; 3）评估差异的反应（在信息寻求和招募方面），非洲裔美国人（AA）和白人男性之间的前列腺癌控制计划。为了实现这些目标，直接回应电台（DRR）和直接回应报纸（DRN），由一个框架，其中包括社会营销的指导下，将测试作为方法，以改善信息搜索和招聘。我们的初步数据显示，不同种族（AA和高加索人）对DRR和DRN信息寻求和招募的反应不同。我们的假设是，在我们整合的营销和认知情感概念框架以及我们的试点工作的指导下：1）AA男性比高加索男性对DRR活动更敏感，2）高加索男性比AA男性对DRN活动更敏感，3）DRR对于招募AA男性比高加索男性更具成本效益，（4）特定的认知-情感因素与反应有关。这项工作的意义将是通过研究理论驱动的过程，可能会提高信息寻求和招聘的AA男性癌症控制协议的风险沟通研究的知识的进步。它也将作为一个潜在的模式，以改善信息寻求和招募AA男性进行测试，在其他癌症控制和治疗试验，并可能作为一个模式，为其他少数民族。

DESCRIPTION (provided by applicant): Ethnic diversity in recruitment is a vital prerequisite to eliminating the health disparity in cancer control trials and health promotion programs. Although recruitment campaigns are sometimes guided by learning models, little attention is paid to a critical requirement: how to reach key target audiences with persuasive messages and hold their attention long enough for the messages to be processed. Little scientific rigor has been applied to the study of methods to increase information seeking and to improve the recruitment of minorities into cancer control or treatment trials. Even the most innovative research is stymied by the lack of representative samples of the population the research is designed to serve. The goals of this study are: 1) to develop and prospectively test, theory-driven, ethnically appropriate health-related messages to promote information seeking and recruitment; 2) to test methods for marketing/communication of the messages and; 3) to assess differences in response (in terms of information seeking and recruitment), between African American (AA) and Caucasian males into a prostate cancer control program. To accomplish these goals, direct response radio (DRR) and direct response newspaper (DRN), guided by a framework that includes Social Marketing, will be tested as methods to improve information seeking and recruitment. Our preliminary data has shown a differential response by ethnicity (AA and Caucasian) to DRR and DRN information seeking and recruitment. It is our hypotheses that, guided by our integrated Marketing and Cognitive-Affective conceptual framework, and our pilot work: 1) AA men will be more responsive to a DRR campaign than Caucasian men, 2) Caucasian men will be more responsive to a DRN campaign than AA men, 3) DRR will be more cost-effective for the recruitment of AA men than for Caucasian men, and 4) specific cognitive-affective factors will be associated with response. The significance of this work would be the advancement of knowledge of risk communications research via the study of a theory-driven process that may improve information seeking and recruitment of AA men to cancer control protocols. It would also serve as a potential model for improved information seeking and recruitment of AA men to be tested in other cancer control and treatment trials and potentially as a model for other minorities.