Thomas F. Gordon|Sarah Bauerle Bass|Sheryl Burt Ruzek|Caitlin Wolak|Michael J. Rovito|Dominique G. Ruggieri|Stephanie Ward|Anuradha Paranjape|Judith Greener
Developing a Typology of African Americans With Limited Literacy Based on Preventive Health Practice Orientation: Implications for Colorectal Cancer Screening Strategies
University of Massachusetts Lowell
preventive health messages often tailored reach broad sociodemographic groups however within groups may considerable variation perceptions preventive health practices colorectal cancer screening segmentation analysis provides tool crafting messages tailored closely mental models targeted individuals subgroups study used cluster analysis psychosocial marketing segmentation technique develop typology colorectal cancer screening orientation among 102 african american clinic patients ages 50 74 years limited literacy patients general internal medicine clinic large urban teaching hospital subpopulation known high rates colorectal cancer low rates screening preventive screening orientation variables included patients responses questions involving personal attitudes preferences toward preventive screening general prevention practices kmeans cluster analysis yielded three clusters patients basis screening orientation ready screeners 500 cautious screeners 304 fearful avoiders 196 resulting typology clearly defines important subgroups basis preventive health practice perceptions authors propose development validated typology patients basis preventive health perceptions could applicable variety health concerns typology would serve standardize populations characterized would provide accurate view preventive healthrelated attitudes values concerns preferences behaviors used standardized assessment tools would provide empirical basis tailoring health messages improving medical communication