This paper examines the effect of social interaction on mammography-related behaviors. It first draws on evidence from a large scale close-ended questionnaire of 491 lower-income middle-aged women to describe the relationship between multiple facets of social interactions and intentions to get a mammogram. It then uses qualitative data to describe the sources of information and influence over women's mammography-related behaviors.
This first analysis uses linear models to evaluate the hypotheses that emotional support, instrumental support, behavioral social norms and perceived social norms influence intentions to get a mammogram directly and indirectly via mammography-related beliefs. Results suggest that, only perceived social norms directly predict women's intentions to get a mammogram. However, the analysis indicates that emotional support and behavioral social norms influence intent to get a mammogram indirectly. Behavioral social norms determine perceived benefits; emotional support determines perceived barriers.
The second analysis is based on focus groups and in-depth interviews. Results suggest that women's mammography-related conversations are not random. Rather, women are substantially more likely to discuss mammography with friends who they believe receive screening regularly. These data also reveal that, within social networks, women express ambivalence over the general utility of screening mammography and confusion over whether to seek the service. Significant others clearly influence women's views on the general utility of screening mammography. However, they appear to play a greater role in constructing women's thoughts on the value of actively seeking the procedure.
Learning Objectives: At the conclusion of this session, the learner will be able to: 1. Explain three major theories of behavior change - the Health Belief Model, the Theory of Reasoned Action and the Social Interactions Perspective, 2. Describe the state of the literature on mammography-related behaviors, 3. Use knowledge of mammography-related behaviors to develop more effective cancer screening education and outreach efforts
Keywords: , Mammography Screening
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.