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