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Message framing and mammography screening: a theory-driven intervention.

Lila J Finney¹, Ronald J Iannotti

¹Division of Cancer Prevention, National Cancer Institute, Bethesda, Maryland, USA. finneyl@mail.nih.gov

Behavioral Medicine (Washington, D.C.)

|September 25, 2002

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This study tested prospect theory's predictions for mammography screening reminders. Neither positive nor negative framing significantly improved adherence based on family history, questioning theory's real-world application.

Area of Science:

Health Communication
Behavioral Science
Public Health

Background:

Rising breast cancer incidence necessitates improved screening adherence.
Most interventions lack a theoretical basis in persuasive health communication.
Prospect theory offers a framework for understanding decision-making under risk.

Purpose of the Study:

To evaluate a prospect theory-based intervention to increase mammography screening adherence.
To test if message framing (positive vs. negative) differentially impacts adherence based on breast cancer family history.

Main Methods:

Randomized controlled trial involving 929 women due for mammography.
Intervention involved sending one of three reminder letters: positive frame, negative frame, or standard prompt.

Related Experiment Videos

Participants categorized by positive or negative family history of breast cancer.

Main Results:

The hypothesis that positive framing would resonate with women with a negative family history was not supported.
The hypothesis that negative framing would resonate with women with a positive family history was not supported.
No significant difference in adherence based on message framing and family history interaction.

Conclusions:

Prospect theory predictions regarding message framing and family history for mammography screening were not confirmed.
The generalizability of laboratory-derived prospect theory findings to real-world health communication interventions is questionable.
Further research is needed to develop effective, theoretically grounded interventions for cancer screening.