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Enhancing breast cancer communications: A cultural models approach

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  • Barg, Frances K.
  • Grier, Sonya A.

Abstract

The present research demonstrates the utility of cultural models theory as a novel approach for understanding disparities in prevention behaviors in response to health communications. We explore the cultural model of breast cancer among low-income African American women in an in-depth qualitative study. Findings reveal a cultural model based on perceptions of ‘difference’ in the way they perceive and experience breast cancer. These results suggest how cultural cues that are embedded in marketing communications may be internalized and motivating in unintended ways. Results also highlight the importance of understanding cultural models for the development of persuasive breast cancer communications that can contribute to the amelioration of health disparities.

Suggested Citation

  • Barg, Frances K. & Grier, Sonya A., 2008. "Enhancing breast cancer communications: A cultural models approach," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 335-342.
    • Handle: RePEc:eee:ijrema:v:25:y:2008:i:4:p:335-342
    DOI: 10.1016/j.ijresmar.2008.07.003
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    1. Fletcher-Brown, Judith & Turnbull, Sarah & Viglia, Giampaolo & Chen, Tom & Pereira, Vijay, 2021. "Vulnerable consumer engagement: How corporate social media can facilitate the replenishment of depleted resources," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 518-529.
    2. Lez Trujillo Torres & Benét DeBerry-Spence, 2019. "Consumer valorization strategies in traumatic extraordinary experiences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 516-531, May.
    3. Renée Otmar & Susanne D. Reventlow & Martha Morrow & Geoffrey C. Nicholson & Mark A. Kotowicz & Julie A. Pasco, 2012. "A Cultural Models Approach to Osteoporosis Prevention and Treatment," SAGE Open, , vol. 2(4), pages 21582440124, November.
    4. Granek, Leeat & Fergus, Karen, 2012. "Resistance, agency, and liminality in women's accounts of symptom appraisal and help-seeking upon discovery of a breast irregularity," Social Science & Medicine, Elsevier, vol. 75(10), pages 1753-1761.
    5. Stefan Stremersch & Vardit Landsman & Sriram Venkataraman, 2013. "The Relationship Between DTCA, Drug Requests, and Prescriptions: Uncovering Variation in Specialty and Space," Marketing Science, INFORMS, vol. 32(1), pages 89-110, June.
    6. Stremersch, Stefan, 2008. "Health and marketing: The emergence of a new field of research," International Journal of Research in Marketing, Elsevier, vol. 25(4), pages 229-233.

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