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APHA Scientific Session and Event Listing

L. Suzanne Suggs, PhD, CHES, Graduate Program in Health Communication, Department of Marketing Communication, Emerson College, 120 Boylston St., Boston, MA 02116, 617-824-8740, suzanne_suggs@emerson.edu and Joan E. Cowdery, PhD, Department of Health Sciences and Administration, University of Michigan-Flint, 2102 WSW, 303 E. Kearsley, Flint, MI 48502.

Objective: The purpose of this presentation is to present the rationale, methods and results of a study designed to gain a better understanding of beliefs about health promotion and disease prevention that influence information seeking behavior among Hispanic women. Given the disproportionately high rates of diabetes, heart disease, stroke, HIV infection and breast cancer mortality among Hispanic women, as compared to Caucasians, it is important to better understand factors that influence health beliefs and information seeking among this population. Guided by Social Cognitive Theory and the Health Belief Model, information about beliefs, attitudes, motives, and barriers for health information seeking behaviors, perceived risks and susceptibility to disease, as well as the perceived benefits to health promotion and disease prevention behaviors are examined. Institutional and intrapersonal sources of health promotion and disease prevention information in this population are also examined. Methods: Three focus groups were conducted with a total of 24 Hispanic women in Boston Massachusetts. Participants ranged in age from 18-39. Participants were recruited for the focus groups by posting flyers around Boston where high numbers of Hispanic women live, work, and recreate, including salsa dance studios, Mexican restaurants, and on free speech bulletin boards, including college campuses. Results are presented as well as implications for health communication and information dissemination strategies for this population.

Learning Objectives: