Abstract 1979: Examining stereotype perceptions of colorectal cancer in the Latino community
Authors: Luna-Lupercio Bianca , Foley Aidan , Caceres Nenette A. , Herrera Ergueen , Wiens-Cook Galen , Calsavara Vinicius , Surani Zul , Salvy Sarah-Jeanne , Haile Robert , Shirazipour Celina H. 
Published: April 2023

Purpose: Colorectal cancer (CRC) screening is significantly lower in the Hispanic community compared to non-Hispanic whites. Qualitative research has suggested that cultural attitudes towards cancer may be a potential barrier to screening. The purpose of the study was to quantitatively examine explicit stereotypes about CRC and CRC screening within the Hispanic community using the stereotype content model.

Methods: A one-time online cross-sectional survey was administered to individuals self-identifying as Hispanic living across the United States. Based on participant preference, the survey was completed in English or Spanish. In counterbalanced order, participants were asked to read brief paragraphs about a control target, a target with CRC, and a target undergoing colonoscopy CRC screening. The target was a Hispanic individual assigned a gender-neutral name. Other than the one sentence with CRC-related information in the CRC and CRC screening paragraphs, all the paragraphs were identical describing the individual, their family, and their hobbies. After each paragraph, participants were asked to rate the target on validated surveys assessing warmth and competence, two indicators of explicit stereotypes. Data was analyzed using linear mixed-effects models, which were fitted to evaluate the effect of each target on warmth and competence, controlling for age, gender, race, Hispanic heritage, cancer exposure, and randomization.

Results: The target condition was not statistically significantly associated with the Warmth and Competence outcomes when the models were fitted considering only the main effects. However, in the presence of interactions the condition was associated with the outcomes. Specifically, the analysis yielded a significant fixed effect for the interaction between target condition and participant age, such that younger participants had greater perceptions of warmth [F(2, 511.93)=7.045, p=0.001] and competence [F(2, 522.73)=11.129, p&lt;0.001] towards the target undergoing cancer screening. The analysis also yielded a further significant effect for the interaction between target condition and Hispanic heritage with differences in perceptions of warmth between those born in the USA and participants born in Central and South America or in Europe [(F(2, 520.16)=2.299, p=0.02)].

Conclusion: Findings highlight the importance of understanding the heterogeneity within the Hispanic community when seeking to address stigma towards CRC. First, there are differences in explicit perceptions based on generation, suggesting the need for age-appropriate cancer prevention initiatives. Second, the findings demonstrate the need to account for diverse cultural perspectives of cancer screening based on country of origin. Thus, this research supports the importance of respecting the diversity within the Hispanic community and tailoring cancer prevention interventions accordingly.

Citation Format: Bianca Luna-Lupercio, Aidan Foley, Nenette A. Caceres, Ergueen Herrera, Galen Wiens-Cook, Vinicius Calsavara, Zul Surani, Sarah-Jeanne Salvy, Robert Haile, Celina H. Shirazipour. Examining stereotype perceptions of colorectal cancer in the Latino community [abstract]. In: Proceedings of the American Association for Cancer Research Annual Meeting 2023; Part 1 (Regular and Invited Abstracts); 2023 Apr 14-19; Orlando, FL. Philadelphia (PA): AACR; Cancer Res 2023;83(7_Suppl):Abstract nr 1979.