Breast self-examination pamphlets: A content analysis grounded in fear appeal research

In this study, we used the topic of breast self-examination (BSE) to illust rate how content analysis of promotional texts (already in existence, in th e process of being created, or both) can provide supplementary data to that derived from audience analysis. Specifically, we used content analysis to isolate messages in BSE pamphlets that are consistent with the variables of severity, susceptibility, response efficacy, and self-efficacy, identified by existing fear appeal research and supported by other persuasion researc h as critical to the construction of effective health promotion messages. W e then used statistical analyses to describe the relation among these 4 mes sage variables. Our findings suggested that BSE pamphlets contain an unbala nced proportion of threat to efficacy arguments. Additionally, the efficacy messages were substantively weak. We contrasted these messages against the relatively strong mammography arguments contained in these pamphlets. We t hen provided recommendations for formulating stronger persuasive arguments in BSE promotional materials.