Examining the Moderating Role of Self-Construal on Fear Appeal in Preventing Colorectal Cancer
Keywords:
Self-construal, Fear appeal, Extended Parallel Process Model, Colorectal cancer, Fecal immunochemical testAbstract
The congruent effect of a fear appeal message type (self-focused versus family-focused), and cultural orientation (individualist versus collectivist) is believed to be crucial since it increases adaptive outcomes (attitudes and behavioral change). However, the notion has been inconclusive for over a decade. The current study aimed to examine the moderation effect of self-construal on the relationship of different focuses of fear message type and fear appeal outcomes, including perceived threat, fear emotion, attitudes, and intention toward colorectal cancer (CRC) screening. This 3x2 (three types of self-construal priming: independent, relational versus collective self-construal x two types of fear message: self-focused versus family-focused) factorial research study was conducted among 133 high-risk participants aged 40-70 years. The participants were randomly assigned to one of six groups via Qualtrics (online platform) to prime different types of self-construal, before reading either self-focused or family-focused fear-arousing messages that recommended fecal immunochemical test (FIT) to prevent CRC. The between-group MANOVA did not confirm the moderating role of induced self-construal. Nevertheless, moderated mediation analysis using measured self-construal revealed a crucial role of measured self-construal on perceived CRC threat as well as its role on intention of attending a colorectal screening. These findings can be applied to promote cancer screening.
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