Purpose: Melanoma is a potentially deadly cancer and affects a disproportionate number of young adults. Avoiding risk factors such as frequent sun exposure and the use of tanning booths, and engaging in health behaviors such as using sunscreen are critical prevention strategies. Little is known about how individuals respond to new melanoma prevention messages. This study examined young adults’ risk perceptions and intentions to engage in health protective and health risk behaviors after viewing scenarios about a hypothetical melanoma vaccine.
Method: Participants were recruited from a large public university in the U.S. in a region with high melanoma incidence rates. Participants were randomly assigned to view one of eight scenarios describing a hypothetical melanoma vaccine. The scenarios varied in the information source (a physician, a local newspaper, the CDC, and a pharmaceutical company) about melanoma and the new vaccine, and the risk presentation (point estimates or risk ranges) about melanoma incidence rates and vaccine benefits.
Result: A total of 272 eligible participants enrolled in the study (mean age=21 years, SD=4.0). Willingness to receive the hypothetical vaccine was significantly influenced by Caucasian race (p<0.04), trust in the information (p<0.001), absolute perceived risk of developing melanoma (p<0.001), and worry (p<0.01). Women had significantly higher melanoma-related absolute perceived risk and worry than men (ps<0.001). Although women reported higher intentions than men to use sunscreen in the future, they also had higher intentions to use a tanning bed (ps<0.01). Trust in the information, willingness to receive the vaccine, risk perception, and health behaviors were not affected by information source or risk presentation (all ps>.05).
Conclusion: Varying the source of vaccine information and risk presentation format did not influence trust in the information, melanoma-related cognitions, affect, or behavioral intentions. Nevertheless, these preliminary results suggest that young adults with higher perceived risk of melanoma and more worry about melanoma are interested in melanoma preventive behaviors. However, despite higher perceived risk and worry about melanoma, many young women still reported interest in using a tanning bed in the future. Public health messages must continue to address indoor tanning in ways that go beyond increasing risk perceptions and worry about melanoma.
See more of: The 32nd Annual Meeting of the Society for Medical Decision Making