Effects of Cultural Tailoring on Persuasion in Cancer Communication: A Meta-Analysis

Yan Huang, Fuyuan Shen

Research output: Contribution to journalArticle

28 Scopus citations

Abstract

This meta-analysis examined the persuasive impact of culturally tailored messages in cancer communication. The study sample includes 36 articles with 58 experimental pairs (N = 30,006). Results showed that culturally tailored cancer messages had an overall small and significant influence on persuasion (r =.120, p <.001). Deep tailoring, which integrates the cultural values, norms, and religious beliefs of the target ethnic group, had a significantly stronger effect compared to surface tailoring, which only incorporates surface cultural features such as language, diet, and risk statistics. Moreover, the moderating effects of cancer types, ethnicity, message format, media channels, message design approach, gender, and study design factors were explored. The theoretical and practical implications of the study were discussed.

Original languageEnglish (US)
Pages (from-to)694-715
Number of pages22
JournalJournal of Communication
Volume66
Issue number4
DOIs
StatePublished - Aug 1 2016

All Science Journal Classification (ASJC) codes

  • Communication
  • Language and Linguistics
  • Linguistics and Language

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