title: The preventative power of "pink": Delineating the effects of social identification and protection motivation theory in breast cancer-related advertisements.
abstract: An online experiment was conducted to assess the extent gender-salient breast cancer awareness advertisements had on influencing risk perception, encouraging preventative behaviors, and gathering health information. Social identification theory and protection motivation theory postulate gender-salient pink-branded advertisements trigger defense mechanisms, countering desired outcomes. This study concludes gender-salient ads focusing on women, and displaying the Susan G. Komen logo caused aversive behaviors, whereas gender-neutral ads, showing medical providers and logos such as American Medical Association, improve health-related reporting. Results also highlight a disconnect between women who socially identify as breast cancer survivors/supporters, and those with no prior experience with breast cancer.
authors.affiliation: a School of Journalism & Mass Communication , Texas State University , San Marcos , Texas , USA.
authors.forename: Michael B
authors.initials: MB
authors.lastname: Devlin
authors.affiliation: b College of Communication , DePaul University , Chicago , Illinois , USA.
authors.forename: Sydney
authors.initials: S
authors.lastname: Dillard
mesh_terms: D000329:Advertising; D001943:Breast Neoplasms / Q000517:prevention & control*; D005260:Female; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D020407:Internet; D008960:Models, Psychological; D009042:Motivation; D017741:Survivors; D014481:United States
keywords: Breast cancer; experiment; protection motivation theory; social identity theory