Communication-based strategies to curb the overuse of low-value cancer screening

Abstract

Drawing upon the theory of reasoned action, the protection motivation theory, and theories of regret, this study proposes and examines three communication strategies to curb the overuse of low-value cancer screening: (a) highlighting negative affective consequences of screening; (b) providing information about diagnostic uncertainty, and (c) using a noncancer disease label. An online survey-based experiment using a 2 (affective message: absent vs. present) × 2 (diagnostic uncertainty information: absent vs. present) × 2 (disease label: thyroid cancer vs. a borderline thyroid neoplasm) full-factorial between-subject design with a control condition was conducted. A total of 612 South Korean women participated. As predicted, the affective message and diagnostic uncertainty information significantly reduced positive attitudes toward screening uptake and anticipated regret regarding screening nonuptake, respectively, thereby reducing screening intention. The noncancer label also reduced screening intention by lowering perceived severity and positive attitude in sequence.