1. BCERC Message Testing Study Kami J. Silk, PhD Department of Communication COTC, Michigan State University

2. Overview Message Study –Committee –Institutional Review Board –Inoculation Theory –Method & Messages –Outcome Measures Website Study –Explanation of study –Results & Implications

3. Committee Utilized committee structure –Emerged out of Berkley meeting –Conference call & emails –Suggestions & input –Message revisions & survey content approval Graduate student –Journalism background –Technology savvy

4. Institutional Review Board MSU submitted IRB approval Indicated working with fellow COTCs Other institutions may want to investigate whether or not to also submit Share IRB with group

5. Theoretical Framework Inoculation Theory Purpose Biological metaphor How does it work? Application to the BCERC messages

6. Method Design –2 x 2 (evidence x source) between subjects, post-test only Sample –Mothers (oversample this group) –Snowball technique Online –“Websurveyor” program –Informed consent –Expose to message –Complete questionnaire

7. Messages Inoculation framework Background templates Message topics –Prevention focus –Diet & exercise, normal mammary gland development, chemical exposure Manipulations –Evidence –Source credibility Share messages

8. Background Template

9. Outcome Measures Knowledge Self-efficacy Attitude Behavioral intention Demographic Control variables Share outcome measures

10. Plan of Action July 2007 –Obtain final approval –Refine messages –Finalize website August 2007 –Begin online recruitment of women with help of COTCs –Collect data until December 2007 January & February 2007 –Analyze data –Write-up results

11. Issues to Consider IRB at respective institutions Mechanisms for recruiting sample Access to data Authoring manuscripts

12. Communication Assessments of Top Breast Cancer Websites: Evaluation of Design and Theoretical Criteria Pamela Whitten, Sandi Smith, Samantha Munday, & Carolyn LaPlante Michigan State University

13. Background 31-55% of Americans access health-related websites for information and guidance Evaluation is critical –Credibility of site –Accuracy of advice –Disparities in access –Confusion re: navigation and comprehension Health website consumerism is increasing

14. Basic Tenets of Website Evaluation 1.Authorship 2.Contact Links 3.How frequently the website is updated However, many prior evaluations lack a theoretical component to assessment

15. Theories of Behavior Change The Transtheoretical Model –Looks at “stages of change” regarding behavior and motivation The Theory of Planned Behavior (TPB) –Attitudes, Subjective Norms, Perceived Behavioral Control Extended Parallel Process Model (EPPM) –Perceived threats, Efficacy, Perceived Severity

16. Methodology Stage 1 - Formal search of most commonly used breast cancer websites Stage 2 - Assessment of basic tenets & design qualities of websites Stage 3 - Assessment of the use of (3) theoretical models in website content

17. Results Top 3 websites (n = 157) –www.komen.orgwww.komen.org –www.thebreastcancersite.comwww.thebreastcancersite.com –www.nationalbreastcancer.orgwww.nationalbreastcancer.org Basic use and design tenets –100% listed their source –80% were attractive, removed outdated information, presented info clearly, etc. –However, 60% did not provide contact or other critical information (e.g. webmaster, last date of revision, etc.) Use of Theory –Lack of strategic behavior change motivators on top sites –Relied primarily on consciousness raising and prevention

18. Conclusions / Future Directions Changes are needed in a majority of breast cancer sites –More accessible to their audiences –Motivation toward healthy, preventive behaviors What is the effect of focusing on threat and not efficacy? Presence of (1) promoting prevention and (2) early detection Does the promotion of behavior change on websites have an effect on likelihood to donate?

19. Thank you for your time! Questions & Discussion