Comparing the Effectiveness of “individual-loss” and “family-loss” Messages in Promoting Mammography

Xiaokun Qian: Comparing the effectiveness of " individual-loss " and " family-loss " messages in promoting mammography (Under the direction of Brian Southwell) The study compared the effectiveness of two loss-framed messages, namely, graphics and text therein with individual-loss or family-loss theme, in increasing women's intention to take and talk about mammogram, and level of negative emotions such as sadness. Moderating effect of number of children living in the family, age of the youngest child, and women's marital status was also assessed. Two hundred females were randomly assigned to view either the individual-loss or family-loss message and completed a questionnaire assessing the aforementioned outcomes. After controlling for confounders, multiple regression revealed no significant difference in intention to take or talk about mammogram between the two groups. However, family-loss message induced significantly more sadness compared to the individual-loss message. Multiple regression with interaction indicated that number of children living in the family is a moderator for group effect on intention to talk about mammogram. These results may guide future design of mammogram promotion materials. iv To my beloved mother who passed away from cancer at the age of 56.