bcerc message testing study kami j. silk, phd department of communication cotc, michigan state...

BCERC Message Testing Study

Kami J. Silk, PhD

Department of Communication

COTC, Michigan State University

Overview

• Message Study – Committee– Institutional Review Board– Inoculation Theory– Method & Messages– Outcome Measures

• Website Study– Explanation of study– Results & Implications

Committee

• Utilized committee structure– Emerged out of Berkley meeting– Conference call & emails– Suggestions & input– Message revisions & survey content approval

• Graduate student– Journalism background– Technology savvy

Institutional Review Board

• MSU submitted IRB approval

• Indicated working with fellow COTCs

• Other institutions may want to investigate whether or not to also submit

• Share IRB with group

Theoretical Framework

• Inoculation Theory

• Purpose

• Biological metaphor

• How does it work?

• Application to the BCERC messages

Method

• Design– 2 x 2 (evidence x source) between subjects, post-test only

• Sample– Mothers (oversample this group)– Snowball technique

• Online– “Websurveyor” program– Informed consent– Expose to message– Complete questionnaire

Messages

• Inoculation framework• Background templates• Message topics

– Prevention focus– Diet & exercise, normal mammary gland development,

chemical exposure

• Manipulations– Evidence– Source credibility

• Share messages

Background Template

Outcome Measures

• Knowledge

• Self-efficacy

• Attitude

• Behavioral intention

• Demographic

• Control variables

• Share outcome measures

Plan of Action

• July 2007– Obtain final approval– Refine messages– Finalize website

• August 2007– Begin online recruitment of women with help of COTCs– Collect data until December 2007

• January & February 2007– Analyze data– Write-up results

Issues to Consider

• IRB at respective institutions

• Mechanisms for recruiting sample

• Access to data

• Authoring manuscripts

Communication Assessments of Top Breast Cancer Websites: Evaluation of Design and

Theoretical Criteria

Pamela Whitten, Sandi Smith, Samantha Munday, & Carolyn LaPlante

Michigan State University

Background

• 31-55% of Americans access health-related websites for information and guidance

• Evaluation is critical– Credibility of site– Accuracy of advice– Disparities in access– Confusion re: navigation and comprehension

• Health website consumerism is increasing

Basic Tenets of Website Evaluation

1. Authorship

2. Contact Links

3. How frequently the website is updated

• However, many prior evaluations lack a theoretical component to assessment

Theories of Behavior Change

• The Transtheoretical Model– Looks at “stages of change” regarding behavior

and motivation

• The Theory of Planned Behavior (TPB)– Attitudes, Subjective Norms, Perceived Behavioral

Control

• Extended Parallel Process Model (EPPM)– Perceived threats, Efficacy, Perceived Severity

Methodology

• Stage 1 - Formal search of most commonly used breast cancer websites

• Stage 2 - Assessment of basic tenets & design qualities of websites

• Stage 3 - Assessment of the use of (3) theoretical models in website content

Results

• Top 3 websites (n = 157)– www.komen.org– www.thebreastcancersite.com

– www.nationalbreastcancer.org

• Basic use and design tenets– 100% listed their source– 80% were attractive, removed outdated information, presented info

clearly, etc.– However, 60% did not provide contact or other critical information (e.g.

webmaster, last date of revision, etc.)

• Use of Theory– Lack of strategic behavior change motivators on top sites– Relied primarily on consciousness raising and prevention

Conclusions / Future Directions

• Changes are needed in a majority of breast cancer sites– More accessible to their audiences

– Motivation toward healthy, preventive behaviors

• What is the effect of focusing on threat and not efficacy?

• Presence of (1) promoting prevention and (2) early detection

• Does the promotion of behavior change on websites have an effect on likelihood to donate?

Thank you for your time!

Questions & Discussion