Cancer-Related Channel Selection

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Abstract
This study examined the impact of three major classes of factors, triggers, impediments, and demographics on the selection within and across four different channels: doctors, friends/family, organizations, and media. Women 40 years of age and older (N = 395) were asked which channels they have turned to within the last year for cancer-related information. Discriminant analyses revealed significant functions for the friends/family, doctors, and combined channels. Although the most important variable in these functions was a woman's personal experience with cancer, variables from each class significantly differentiated groups that were exposed to a channel from those that were not. These results are discussed in terms of their theoretical and pragmatic implications for future cancer control efforts.

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