dc.contributor.authorKim, Hye Kyung
dc.contributor.authorKim, Sooyeon
dc.contributor.authorNiederdeppe, Jeff
dc.identifier.citationKim, 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.en_US
dc.description.abstractThis 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.en_US
dc.format.extent30 p.en_US
dc.relation.ispartofseriesJournal of health communicationen_US
dc.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: http://dx.doi.org/10.1080/10810730.2014.977465].en_US
dc.subjectDRNTU::Social sciences::Communication::Communication theories and models
dc.subjectDRNTU::Social sciences::Communication::Promotional communication
dc.titleScientific uncertainty as a moderator of the relationship between descriptive norm and intentions to engage in cancer risk-reducing behaviorsen_US
dc.typeJournal Article
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.versionAccepted versionen_US
dc.contributor.organizationCornell University Agricultural Experiment Stationen_US
dc.contributor.organizationNational Institutes for Food and Agriculture (NIFA), U.S. Department of Agricultureen_US

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