BCERC Message Testing Study Kami J. Silk, PhD Department of Communication COTC, Michigan State...
-
date post
20-Dec-2015 -
Category
Documents
-
view
212 -
download
0
Transcript of 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