CANCER-RELATED CHANNEL SELECTION - AN EXTENSION FOR A SAMPLE OF WOMENWHO HAVE HAD A MAMMOGRAM

This study examines the impact of three major classes of factors, trig gers, impediments, and demographics, on the use of four different comm unication channels: doctors, friends/family, organizations, and media. A sample of women over forty (n = 209) who had a mammography were ask ed which channels they had turned to within the last year for cancer-r elated information. The most important variable in the significant dis criminant functions was the degree of interpersonal influence within o ne's social network. These results are discussed in terms of their the oretic and pragmatic implications for the development of communication campaigns related to mammography screening.