The Importance Of Message Targeting

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Racial and ethnic disparities have long marred the dissemination of health information and the availability, delivery, and quality of care. Despite efforts to reduce such inequalities, disease diagnosis and treatment remain at the forefront of community health intervention research. This issue is exemplified by incidences of breast cancer among African American women in the United States. According to the American Cancer Society, non-Hispanic White women are diagnosed with breast cancer at a rate of 128.1 women per 100,000 of the population, while African American women are diagnosed at a rate of 124.3 per 100,000 (American Cancer Society, 2015). Moreover, African American women are significantly more likely to die as a result of breast cancer than non-Hispanic White women (at a respective rate 31.0 and 21.9 per 100,000 of the population) (American …show more content…
To achieve this, message tailoring and targeting can be used to generate communication messages likely to be processed by the central processing route. Message tailoring utilizes previously identified information (such as a person’s name or date of birth) to appeal to a specific individual. Message targeting is intended to reach a population subgroup by appealing to characteristics typically shared by members of that subgroup (Krueter & Wray, 2003). Although targeted messages are applicable to fewer people (in contrast to a tailored message, to which the message recipient’s personal information could easily be added), research has found that when targeted messages appropriately fit the recipient the message effects are compatible with those of tailored messages (Schmid, Rivers, Latimer, & Salovey, 2008). This finding is particularly relevant for message outcomes that have a variety of possible determinants (Kreuter & McClure, 2007; Kreuter & Wray,

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