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The impact of descriptive norms on motivation to participate in cancer screening – Evidence from online experiments

Von Wagner, C; Hirst, M; Waller, J; Ghanouni, A; McGregor, L; Verstraete, W; Vlaev, I; ... Stoffel, S; + view all (2019) The impact of descriptive norms on motivation to participate in cancer screening – Evidence from online experiments. Patient Education and Counseling , 102 (9) pp. 1621-1628. 10.1016/j.pec.2019.04.001. Green open access

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Abstract

Objective: The current study tested in two online experiments whether manipulating normative beliefs about cancer screening uptake increases intention to attend colorectal screening among previously disinclined individuals. Methods: 2461 men and women from an Internet panel (Experiment 1 N = 1032; Experiment 2, N = 1423) who initially stated that they did not intend to take up screening were asked to guess how many men and women they believe to get screened for colorectal cancer. Across participants, we varied the presence/absence of feedback on the participant’s estimate, as well as the stated proportion of men and women doing the screening test. Results: Across the two experiments, we found that receiving one of the experimental messages stating that uptake is higher than estimated significantly increased the proportion of disinclined men and women becoming intenders. While, we found a positive relationship between the communicated uptake and screening intentions, we did not find evidence that providing feedback on the estimate has an added benefit. Conclusion: Screening intention can be effectively manipulated through a high uptake message.

Type: Article
Title: The impact of descriptive norms on motivation to participate in cancer screening – Evidence from online experiments
Open access status: An open access version is available from UCL Discovery
DOI: 10.1016/j.pec.2019.04.001
Publisher version: https://doi.org/10.1016/j.pec.2019.04.001
Language: English
Additional information: Copyright © 2019 The Authors. Published by Elsevier B.V. This is an open access article under the CCBY-NC-ND license(http://creativecommons.org/licenses/by-nc-nd/4.0/).
UCL classification: UCL
UCL > Provost and Vice Provost Offices
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Life Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Life Sciences > UCL School of Pharmacy
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Life Sciences > UCL School of Pharmacy > Practice and Policy
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Population Health Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Population Health Sciences > Institute of Epidemiology and Health
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Population Health Sciences > Institute of Epidemiology and Health > Behavioural Science and Health
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Population Health Sciences > Institute of Epidemiology and Health > Epidemiology and Public Health
URI: https://discovery.ucl.ac.uk/id/eprint/10071478
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