Cancer-Related Channel Selection

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Abstract
This study examines the impact of three major classes of factors, triggers, impediments, and demographics, on the use of four different communication channels: doctors, friends/family, organizations, and media. A sample of women over forty (n = 209) who had a mammography were asked which channels they had turned to within the last year for cancer-related information. The most important variable in the significant discriminant functions was the degree of interpersonal influence within one's social network. These results are discussed in terms of their theoretic and pragmatic implications for the development of communication campaigns related to mammography screening.

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