The purpose of this study is to examine the relative importance of media coverage and physician advice on the decision of women 40 years and older to obtain a mammogram. Five theoretical models, by which media coverage and physician advice may interact to affect individual health behavior, are presented. These models are tested with time-series regression analysis based on national-level data on mammography utilization and physician advice from the Behavioral Risk Factor Surveillance System (BRFSS) and content analysis of mammography-related nation-al news coverage. Results suggest that although physician advice plays a key role in women’s decisions to have mammograms, media coverage of mammography screen-ing also contributes to mammography utilization by women. In particular, media coverage seems to be important for women who do not have regular contact with a physician or access to physicians. A possible conclusion is that mass media and physician advice complement one another in persuading individuals to adopt preven-tive health behavior. © 2000 Taylor & Francis.
CITATION STYLE
Yanovitzky, I., & Blitz, C. L. (2000). Effect of media coverage and physician advice on utilization of breast cancer screening by women 40 years and older. Journal of Health Communication, 5(2), 117–134. https://doi.org/10.1080/108107300406857
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