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Title: Scientific uncertainty as a moderator of the relationship between descriptive norm and intentions to engage in cancer risk-reducing behaviors
Authors: Niederdeppe, Jeff
Kim, Hye Kyung
Kim, Sooyeon
Keywords: DRNTU::Social sciences::Communication::Communication theories and models
DRNTU::Social sciences::Communication::Promotional communication
Issue Date: 2015
Source: Kim, H. K., Kim, S., & Niederdeppe, J. (2015). Scientific uncertainty as a moderator of the relationship between descriptive norm and intentions to engage in cancer risk-reducing behaviors. Journal of health communication, 20(4), 387-395.
Series/Report no.: Journal of health communication
Abstract: This study examined motivational factors underlying six behaviors with varying levels of scientific uncertainty with regard to their effectiveness in reducing cancer risk. Making use of considerable within-subjects variation, we examined the moderating role of the degree of scientific uncertainty about the effectiveness of cancer risk-reducing behaviors in shaping relationships between constructs in the Integrative Model of Behavioral Prediction (Fishbein & Yzer, 2003). Using cross-sectional data (n = 601), the descriptive norm-intention relationship was stronger for scientifically uncertain behaviors like avoiding BPA plastics and using a hands-free mobile phone headset than established behaviors (e.g., avoid smoking, fruit and vegetable intake, exercise, and apply sunscreen). This pattern was partially explained by the mediating role of injunctive norms between descriptive norm and intentions, as predicted by the extended Theory of Normative Social Behavior (Rimal, 2008). For behaviors more clearly established as an effective means to reduce the risk of cancer, self-efficacy was significantly more predictive of intentions to perform such behaviors. We discuss practical implications of these findings and theoretical insights into better understanding the role of normative components in the adaptation of risk reduction behaviors.
Rights: © 2015 Taylor & Francis. This is the author created version of a work that has been peer reviewed and accepted for publication by Journal of Health Communication, Taylor & Francis. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [Article DOI:].
Fulltext Permission: open
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Journal Articles

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