Gain versus loss‐framed messaging and colorectal cancer screening among African Americans: A preliminary examination of perceived racism and culturally targeted dual messaging
Authors: Lucas Todd , Hayman Lenwood W. , Blessman James E. , Asabigi Kanzoni , Novak Julie M. 
Published: September 2015

Objective

This preliminary study examined the effect of gain versus loss‐framed messaging as well as culturally targeted personal prevention messaging on African Americans' receptivity to colorectal cancer (CRC) screening. This research also examined mechanistic functions of perceived racism in response to message framing.

Design and methods

Community samples of African Americans (N = 132) and White Americans (N = 50) who were non‐compliant with recommended CRC screening completed an online education module about CRC, and were either exposed to a gain‐framed or loss‐framed message about CRC screening. Half of African Americans were exposed to an additional and culturally targeted self‐control message about personal prevention of CRC. Theory of planned behavior measures of attitudes, normative beliefs, perceived behavioural control, and intentions to obtain a CRC screen served as primary outcomes. The effect of messaging on perceived racism was also measured as an outcome.

Results

Consistent with prior research, White Americans were more receptive to CRC screening when exposed to a loss‐framed message. However, African Americans were more receptive when exposed to a gain‐framed message. The contrary effect of loss‐framed messaging on receptivity to screening among African Americans was mediated by an increase in perceived racism. However, including an additional and culturally targeted prevention message mitigated the adverse effect of a loss‐framed message.

Conclusion

This study identifies an important potential cultural difference in the effect of message framing on illness screening among African Americans, while also suggesting a culturally relevant linking mechanism. This study also suggests the potential for simultaneously presented and culturally targeted messaging to alter the effects of gain and loss‐framed messaging on African Americans.

Statement of contribution

What is already known on this subject?

African Americans are at an increased risk of both developing and dying from colorectal cancer (CRC). These disparities can be attributed in large part to deficits in the use of CRC screening among African Americans.

Guided by prospect theory, available literature suggests that selectively pairing gain and loss‐framed messaging with illness prevention and detection can better promote adaptive health behaviour. Specifically, loss‐framed messages that emphasize the potential costs of failing to act may promote better use of illness detection behaviours, such as CRC screening.

Emerging literature highlights the potential for cultural differences in the effects of gain and loss messaging on health behaviour, especially among collectivist or interdependent cultures.

What does this study add?

This study is the first to identify a potential and important cultural difference in the effect of message framing on cancer screening among African Americans, whereby gain‐framed messaging better compelled receptivity to CRC screening.

This study is also the first to show that the use of loss‐framed messaging may reduce receptivity to CRC screening among African Americans by increasing perceived racism.

This study demonstrates that simultaneously including a culturally targeted personal prevention message may attenuate the negative effects of loss‐framed messaging on CRC screening among African Americans.