Affect, cognition, superstition: Novel approaches to examining cancer risk perceptions in cancer prevention and control
ED08 01 This talk draws from recent behavioral science and decision making research to offer novel solutions to colorectal cancer screening non adherence. I will first discuss research and theory asserting the importance of the perception of being at risk for colorectal cancer as an important prerequisite for screening adherence over and above the presence of epidemiological risk factors, such as family colorectal cancer history. Accordingly, many cancer prevention interventions aim to increase individuals' subjective appreciation of their own cancer risks in order to motivate cancer screening. I will next review recent research arguing that affective (emotional, feeling based) and intuitive cognitive (automatic, non rational) processing is important as individuals' think about their personal cancer risk. However, measurement strategies for cancer risk perceptions have not been revised to encompass this recent research. Assessment of affective and intuitive cognitive processing of risk may shed light on the manner in which cancer risk information is used especially among those who are non adherent to screening after physician recommendation. I will describe our qualitative and quantitative program of research aimed at validating a strategy to measure affective and intuitive cognitive processing of personal cancer risk (Cancer Risk Beliefs Scale) in diverse general population cohorts. I will present our findings regarding the reliability of the Cancer Risk Beliefs Scale, relationships with other key cognitive and behavioral variables, and preliminary findings relating the Cancer Risk Beliefs Scale to adherence with colorectal cancer screening. This program of research is aimed toward enhancing our understanding of diverse strategies for processing cancer risk and prevention messages, and providing the groundwork for new interventions to address screening non adherence for this highly preventable and treatable cancer.