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ORIGINAL ARTICLE
Why are Tailored Messages More Effective? A Multiple Mediation Analysis of a Breast Cancer Screening Intervention
Article first published online: 27 AUG 2012
DOI: 10.1111/j.1460-2466.2012.01668.x
© 2012 International Communication Association
Additional Information
How to Cite
Jensen, J. D., King, A. J., Carcioppolo, N. and Davis, L. (2012), Why are Tailored Messages More Effective? A Multiple Mediation Analysis of a Breast Cancer Screening Intervention. Journal of Communication, 62: 851–868. doi: 10.1111/j.1460-2466.2012.01668.x
Publication History
- Issue published online: 5 OCT 2012
- Article first published online: 27 AUG 2012
- Manuscript Revised: 14 APR 2012
- Manuscript Accepted: 14 APR 2012
- Manuscript Received: 18 AUG 2011
- Abstract
- Article
- References
- Cited By
Past research has found that tailoring increases the persuasive effectiveness of a message. However, the observed effect has been small and the explanatory mechanism remains unknown. To address these shortcomings, a tailoring software program was created that personalized breast cancer screening pamphlets according to risk, health belief model constructs, and visual preference. Women aged 40 and older (N = 119) participated in a 2 (Tailored vs. Stock Message) × 2 (Charts/Graphs vs. Illustrated Visuals) × 3 (Nested Replications of the Visuals) experiment. Participants provided with tailored illustrated pamphlets expressed greater breast cancer screening intentions than those provided with other pamphlets. In a test of 10 different mediators, perceived message relevance was found to fully mediate the Tailoring × Visual interaction.