Enhancing breast cancer communications: A cultural models approach

The present research demonstrates the utility of cultural models theory as a novel approach for understanding disparities in prevention behaviors in response to health communications. We explore the cultural model of breast cancer among low-income African American women in an in-depth qualitative study. Findings reveal a cultural model based on perceptions of 'difference' in the way they perceive and experience breast cancer. These results suggest how cultural cues that are embedded in marketing communications may be internalized and motivating in unintended ways. Results also highlight the importance of understanding cultural models for the development of persuasive breast cancer communications that can contribute to the amelioration of health disparities. (C) 2008 Elsevier B.V. All rights reserved.