Ethnic Differences in Media Response and Recruitment

描述（由申请人提供）：招募时的种族多样性是消除癌症控制试验和健康促进项目中健康差异的重要前提。虽然招聘活动有时以学习模式为指导，但很少注意到一个关键的要求：如何用有说服力的信息吸引关键的目标受众，并保持他们的注意力足够长的时间来处理这些信息。很少有科学严谨的方法被应用于研究增加信息搜集和改善少数民族参与癌症控制或治疗试验的方法。即使是最具创新性的研究也会因为缺乏研究对象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，以促进信息寻找和招募；2)测试信息的营销/传播方法；3)评估非裔美国人（AA）和白种人男性对前列腺癌控制计划的反应差异（在信息寻求和招募方面）。为了实现这些目标，直接回应广播（DRR）和直接回应报纸（DRN）将在包括社会营销在内的框架指导下，作为改进信息寻找和招聘的方法进行测试。我们的初步数据显示，不同种族（AA和高加索）对DRR和DRN信息寻求和招募的反应存在差异。在我们的整合营销和认知-情感概念框架的指导下，我们的假设是，我们的试点工作：1)AA男性对DRR活动的反应比白人男性更灵敏，2)白人男性对DRN活动的反应比AA男性更灵敏，3)招募AA男性比白人男性更具成本效益，4)特定的认知-情感因素将与反应相关。这项工作的意义在于，通过对理论驱动过程的研究，提高风险沟通研究的知识，这可能会改善AA男性对癌症控制方案的信息寻求和招募。它也可以作为一个潜在的模型，用于改进信息搜索和招募AA男性进行其他癌症控制和治疗试验，并可能作为其他少数民族的模型。

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.