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Comparing tailored and narrative worksite interventions at increasing colonoscopy adherence in adults 50–75: A randomized controlled trial

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  • Jensen, Jakob D.
  • King, Andy J.
  • Carcioppolo, Nick
  • Krakow, Melinda
  • Samadder, N. Jewel
  • Morgan, Susan

Abstract

Research has identified several communication strategies that could increase adherence to colorectal cancer screening recommendations. Two promising strategies are tailoring and narrative-based approaches. Tailoring is the personalization of information based on individual characteristics. Narrative-based approaches use stories about similar others to counter perceived barriers and cultivate self-efficacy. To compare these two approaches, a randomized controlled trial was carried out at 8 worksites in Indiana. Adults 50–75 (N = 209) received one of four messages about colorectal cancer screening: stock, narrative, tailored, tailored narrative. The primary outcome was whether participants filed a colonoscopy claim in the 18 months following the intervention. Individuals receiving narrative messages were 4 times more likely to screen than those not receiving narrative messages. Tailoring did not increase screening behavior overall. However, individuals with higher cancer information overload were 8 times more likely to screen if they received tailored messages. The results suggest that narrative-based approaches are more effective than tailoring at increasing colorectal cancer screening in worksite interventions. Tailoring may be valuable as a strategy for reaching individuals with high overload, perhaps as a follow-up effort to a larger communication campaign.

Suggested Citation

  • Jensen, Jakob D. & King, Andy J. & Carcioppolo, Nick & Krakow, Melinda & Samadder, N. Jewel & Morgan, Susan, 2014. "Comparing tailored and narrative worksite interventions at increasing colonoscopy adherence in adults 50–75: A randomized controlled trial," Social Science & Medicine, Elsevier, vol. 104(C), pages 31-40.
    • Handle: RePEc:eee:socmed:v:104:y:2014:i:c:p:31-40
    DOI: 10.1016/j.socscimed.2013.12.003
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    References listed on IDEAS

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    1. Winterbottom, Anna & Bekker, Hilary L. & Conner, Mark & Mooney, Andrew, 2008. "Does narrative information bias individual's decision making? A systematic review," Social Science & Medicine, Elsevier, vol. 67(12), pages 2079-2088, December.
    2. Dillard, Amanda J. & Fagerlin, Angela & Cin, Sonya Dal & Zikmund-Fisher, Brian J. & Ubel, Peter A., 2010. "Narratives that address affective forecasting errors reduce perceived barriers to colorectal cancer screening," Social Science & Medicine, Elsevier, vol. 71(1), pages 45-52, July.
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    1. Victoria A. Shaffer & Suzanne Brodney & Teresa Gavaruzzi & Yaara Zisman-Ilani & Sarah Munro & Sian K. Smith & Elizabeth Thomas & Katherine D. Valentine & Hilary L. Bekker, 2021. "Do Personal Stories Make Patient Decision Aids More Effective? An Update from the International Patient Decision Aids Standards," Medical Decision Making, , vol. 41(7), pages 897-906, October.

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