The purpose of this study was to compare the communication effectiveness of a spiritually-based approach to breast cancer early detection education with a secular approach, among African American women, by conducting a cognitive response analysis. A total of 108 women from six Alabama churches were randomly assigned by church to receive a spiritually-based or secular educational booklet discussing breast cancer early detection. Based on the Elaboration Likelihood Model , after reading the booklets participants were asked to complete a thought-listing task writing down any thoughts they experienced and rating them as positive, negative, or neutral. Two independent coders then used five dimensions to code participants thoughts. Compared with the secular booklet, the spiritually-based booklet resulted in significantly more thoughts involving personal connection, self-assessment, and spiritually-based responses. These results suggest that a spiritually-based approach to breast cancer awareness may be more effective than the secular because it caused women to more actively process the message, stimulating central route processing. The incorporation of spiritually-based content into churchbased breast cancer education could be a promising health communication approach for African American women.The American Cancer Society (2005 a ) estimates that there will be 1,372,910 new cancer cases in the United States in 2005 and 570,280 cancer deaths, or about 1,500 per day. Breast cancer is the most common type of cancer among all women in the United States (SEER, 2005). Among the many cancer disparities that impact the African American community, breast cancer is the number one cancer killer among African American women (ACS 2005 b ). Although breast cancer is more common in European American women over age 40 years, African American women with breast cancer are more likely to die from the disease (ACS 2005 b ).Address all correspondence and requests for reprints to: Dr. Holt, University of Alabama at Birmingham, School of Medicine, Division of Preventive Medicine, 1717 11 th Avenue South, Medical Towers Suite 641, Birmingham, 934-2816. Fax: (205) . " cholt@uab.edu".
HHS Public AccessAuthor manuscript Health Commun. Author manuscript; available in PMC 2017 August 28.
Importance of early detectionTreatment is available for breast cancer; however, successful treatment depends heavily upon early diagnosis. Regular mammography screenings play a vital role in early detection and treatment of breast cancer. Unfortunately, African American women with low access to health information through the mass media have lower likelihood of getting a mammogram than other women (Danigelis, Worden, Flynn, Skelly, & Vacek, 2005). In a sample of African American, Latina, and European American women, perceived access to healthcare services was predicted by perception of prejudicial treatment in health service delivery, language spoken, and financial capability (Facione, 1999). In addition, low perceived access predicted low rates of ...