CANCER STEREOTYPES - A MULTIDIMENSIONAL-SCALING ANALYSIS

The body of empirical research investigating the structure of stereoty pes held by the physically healthy population toward individuals with medically related problems is remarkably small. This is particularly t rue for stereotypes related to cancer. This study adopted a multidimen sional scaling (MDS) strategy in order to identify medically related s tereotype dimensions for cancer and other illnesses. Sixty-eight subje cts judged the similarity of cancer and eleven other medical condition s and rated each on 7-point attribute scales. A two-dimensional soluti on of respondents' similarity judgments was found and four distinct cl usters of related conditions were perceived. (1) cancer and other illn esses with controllable risk factors, (2) conditions affecting motor f unction, (3) psychological/functional disorders and (4) communication/ sensory functional disorders. Regression of mean attribute ratings ont o the MDS disability coordinates labeled the two dimensions Normality and Physical Health. Implications of these dimensions for planning eff ective programs to change stereotypes and improve attitudes toward ind ividuals with cancer and other medical conditions are discussed.