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Risk information--barrier to informed choice? A focus group study.
Anke Steckelberg1, Jürgen Kasper, Michael Redegeld
1Unit of Health Sciences and Education, University of Hamburg. ASteckelberg@uni-hamburg.de
Sozial- Und Praventivmedizin
|January 27, 2005
Summary
Consumers prefer guidance over evidence-based data for colorectal cancer screening, as complex information can cause cognitive dissonance, hindering informed choices. This impacts risk communication strategies.
Area of Science:
- Health Communication
- Medical Decision Making
- Public Health
Background:
- Informed choice in colorectal cancer screening requires understanding benefits, harms, and risks.
- Current communication strategies may not align with consumer preferences or cognitive processing.
Purpose of the Study:
- To identify consumer information needs for informed choice regarding colorectal cancer screening.
- To develop and evaluate evidence-based information materials using natural frequencies.
- To explore the impact of cognitive dissonance on information processing.
Main Methods:
- A two-round focus group study was conducted in Hamburg, Germany.
- Participants (n=50, aged 40+) without colorectal diseases were surveyed on needs and attitudes.
- Information materials were evaluated in the second round.
Main Results:
- Consumers favored traditional, guiding information over evidence-based data.
- Evidence-based information, presented with natural frequencies, induced cognitive dissonance.
- Cognitive dissonance led participants to devalue, minimize, or ignore the information, inhibiting processing.
Conclusions:
- Cognitive dissonance presents a significant barrier to informed choice in colorectal cancer screening.
- Risk communication strategies must consider and address cognitive dissonance to facilitate informed decision-making.