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JNCI Journal of the National Cancer Institute 2005 97(9):693-695; doi:10.1093/jnci/dji117
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© 2005 Oxford University Press

BRIEF COMMUNICATION

Celebrity Endorsements of Cancer Screening

Robin J. Larson, Steven Woloshin, Lisa M. Schwartz, H. Gilbert Welch

Affiliations of authors: VA Outcomes Group, Department of Veteran Affairs Medical Center, White River Junction, VT; and Center for the Evaluative Clinical Sciences, Dartmouth Medical School, Hanover, NH

Correspondence to: Robin J. Larson, MD, VA Outcomes Group (111B), Department of Veteran Affairs Medical Center, White River Junction, VT 05009) (e-mail: robin.j.larson{at}dartmouth.edu).

Celebrities often promote cancer screening by relating personal anecdotes about their own diagnosis or that of a loved one. We used data obtained from a random-digit dialing survey conducted in the United States from December 2001 through July 2002 to examine the extent to which adults of screening age without a history of cancer had seen or heard or been influenced by celebrity endorsements of screening mammography, prostate-specific antigen (PSA) testing, or sigmoidoscopy or colonoscopy. The survey response rate was 72% among those known to be eligible and 51% among potentially eligible people accounting for those who could not be contacted. A total of 360 women aged 40 years or older and 140 men aged 50 years or older participated in the survey. Most respondents reported they "had seen or heard a celebrity talk about" mammography (73% of women aged 40 years or older), PSA testing (63% of men aged 50 years or older), or sigmoidoscopy or colonoscopy (52% of adults aged 50 years or older). At least one-fourth of respondents who had seen or heard a celebrity endorsement said that the endorsement made them more likely to undergo mammography (25%), PSA testing (31%), or sigmoidoscopy or colonoscopy (37%).


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Related Memo to the Media

Press Release: Study Examines Influence of Celebrity Endorsements of Cancer Screening
Sarah L. Zielinski
J Natl Cancer Inst 2005 97: 617. [Extract] [Full Text]



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