Comparing the use of evidence and culture in targeted colorectal cancer communication for African Americans

Objective: This study examined the effects (affective reactions, cognitive reactions and processing, perceived benefits and barriers and intent to screen) of targeted peripheral. +. evidential (PE) and peripheral. +. evidential. +. socio-cultural (PE. +. SC) colorectal cancer communications. Methods: This study was a two-arm randomized control study of cancer communication effects on affective, cognitive processing, and behavioral outcomes over a 22-week intervention. There were 771 African American participants, 45-75 years, participating in the baseline survey related to CRC screening. Three follow-up interviews that assessed intervention effects on affective response to the publications, cognitive processing, and intent to obtain CRC screening were completed. Results: There were no statistically significant differences between PE and PE. +. SC intervention groups for affect, cognitive processing or intent to screen. However, there were significant interactions effects on outcome variables. Conclusions: The advantages and disadvantages of PE. +. SC targeted cancer communications and implications of sex differences are considered. Practice implications: While there do not appear to be significant differences in behavioral outcomes when using PE and PE. +. SC strategies, there appear to be subtle differences in affective and cognitive processing outcomes related to medical suspicion and ethnic identity, particularly as it relates to gender.