Interventions to Decrease Health Information Avoidance
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About
Health information avoidance is an overlooked threat to the reach and effectiveness of health communication. To fully realize the benefits of our sizeable investments in health messaging, it is necessary to identify strategies for reducing health information avoidance. The researchers will test a video-based strategy for promoting colorectal cancer screening designed to reduce defensive colorectal cancer information avoidance and increase message reach by increasing engagement among those who would otherwise avoid the message. The researchers will conduct a randomized controlled trial (RCT) comparing the effects of the intervention video to an attentional control video on colorectal cancer screening intentions and uptake.
Full description
The study will test the efficacy and mediating mechanisms of brief video interventions including elements demonstrated to be effective in reducing health information avoidance (self-efficacy boosting, humor, calm affect induction). It is expected that the videos to benefit people who typically avoid health information yet still be beneficial for people who do not avoid health information, thus being suitable for dissemination to general audiences. It is hypothesized that the interventions will strengthen intentions to be screened, increase colorectal cancer risk information seeking and increase screening.
Following recommended practices, the two intervention arms and the control arm will include multiple versions of the videos to control for actor effects. All intervention videos operationalize the same psychological mechanisms but are delivered by 4 different actors and promote either colonoscopy or stool tests. The 8 parallel intervention and 4 control videos will be treated as random effects.
The intervention videos will be tested in members of the Ipsos panel who are not adherent to colorectal cancer screening guidelines, half of whom will be selected because they tend to avoid colorectal cancer information. Effects of the intervention videos will be compared to those of an attentional control video about food safety.
Enrollment
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Inclusion criteria
- between the ages of 45 and 75 years
- never diagnosed with colorectal cancer
- non-adherent to colorectal cancer screening guidelines
- half will have a score at or greater than the mid-point on the colorectal cancer information avoidance scale (≥2.5) on the pre-screening survey such that half of the sample are people who tend to avoid colorectal cancer information
Exclusion criteria
- not between the ages of 45 and 75 years
- have been diagnosed with colorectal cancer
- adherent to colorectal cancer screening guidelines
Trial design
Primary purpose
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Interventional model
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1,500 participants in 3 patient groups
Trial contacts and locations
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Central trial contact
Heather Orom Associate Professor, PhD
Data sourced from clinicaltrials.gov
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