Testing the Replication and Extension of Why-Quit and How-To-Quit Antismoking Health Messages

"Let's Talk about Skin Cancer": Examining Association between Family Communication about Skin Cancer, Perceived Risk, and Sun Protection Behaviors

Family communication about skin cancer risk may motivate protective behaviors. However, it is unclear how widespread such communication might be. In this study, we describe prevalence and patterns (across environmental, personal, and behavioral factors) of family communication about skin cancer across N = 600 diverse (79% female, 48% Hispanic, 44% non-Hispanic White) primary care patients from Albuquerque, New Mexico, a geographical location with year-round sun exposure. Over half reported discussing general cancer (77%) and skin cancer risks (66%) with their families. The most frequent target of skin cancer risk communication included doctors (54%), followed by friends/coworkers (49%), spouse/partner (43%), other family members (38%), sisters (36%), mothers (36%), daughters (33%), sons (32%), father (24%), and brothers (22%). On average, participants reported having talked to three family members about skin cancer risks. The most frequently discussed content of skin cancer risk communication was the use of sun protection (89%), followed by the personal risk of skin cancer (68%), who had skin cancer in the family (60%), family risk of skin cancer (59%), time of sun exposure (57%), and skin cancer screening (57%). A family or personal history of cancer, higher perceived risk, higher health literacy, being non-Hispanic, having higher education or income, and proactive sun protective behavior were associated with greater family communication about general cancer and skin cancer risks. These study findings have implications for interventions that encourage discussions about skin cancer risk, sun protection, and skin cancer screening that lead to adoption of sun-safe behaviors.

The Effect of Temporal Frames in Anti-Smoking Messages on the Extension of Anti-Smoking Arguments to Smokers

The present study focused on how exposure to different health message characteristics can affect extension-i.e., the sharing of arguments that were not targeted by the messages but are consistent with the message theme. In the context of anti-smoking campaigns, many messages have either emphasized reasons to quit smoking (why-quit) or ways to quit smoking (how-to-quit). Therefore, guided by construal level theory, the study aimed to examine whether the message characteristic of temporal frames can increase or decrease extension when incorporated into why-quit and how-to-quit anti-smoking messages. Results from a randomized experiment showed that exposure to why-quit messages with distant temporal frames increased extension (vs. no-message control) while why-quit messages with proximal temporal frames did not. Findings further illustrated a potential mechanism, where why-quit messages with proximal frames significantly reduced extension compared to why-quit messages with no temporal frames. Temporal frames did not have a significant effect on extension for how-to-quit messages. Results indicate that emphasizing the present in anti-smoking messages could be detrimental for the extension of why-quit arguments. Implications for applying construal level theory to health message effects research are also discussed.

Effects of Opinion Climate, Efficacy Messages, and Publicness of Social Media on Intentions to Retransmit Anti-Binge Drinking Messages on Facebook

Reducing the rate of college binge drinking is a major public health goal. Social media sites such as Facebook serve as platforms for young adults' online communication, so they could potentially extend the reach of health campaign messages via retransmission. Thus, it is important to identify the factors that predict intentions to share health-related messages on social media. Drawing on the Spiral of Silence framework, the current research examined the effects of opinion climate, message efficacy, and publicness of social media on message retransmission intentions for anti-binge drinking "how-to" messages-messages that include advice and recommendations that target beliefs about efficacy. A 2 × 2 × 2 (efficacy: high vs. low × opinion climate: support vs. oppose × channel: public vs. private) between-subjects experiment was conducted. Data from 245 participants on Amazon Mechanical Turk demonstrated that people were more willing to share when they had an anti- rather than a pro-binge drinking opinion climate, when the messages were more useful, and when they were asked to share via private messaging rather than via public status updates. Theoretical and practical implications for the psychological mechanisms underlying message retransmission on social media are discussed.