Forum for Science, Industry and Business

Study examines influence of celebrity endorsements of cancer screening

More than one-half of adults surveyed nationwide had seen or heard celebrity endorsements of cancer screening tests, and more than one-fourth of those who had seen or heard an endorsement reported that it made them more likely to undergo the promoted screening test, according to a new study in the May 4 issue of the Journal of the National Cancer Institute.

Celebrity endorsements of cancer screening are becoming increasingly common. High-profile people, such as former New York City Mayor Rudolph Giuliani and journalist Katie Couric, endorse screening tests through stories about their own cancer diagnoses or when they become involved in promotional campaigns for specific tests. However, little is known about how these endorsements affect the public.

To examine the extent to which adults of screening age had seen, heard, or were influenced by celebrity endorsements of various types of cancer screening--screening mammography, prostate-specific antigen (PSA) testing, and sigmoidoscopy or colonoscopy--Robin J. Larson, M.D., of the Department of Veteran Affairs Medical Center in White River Junction, Vt., and colleagues at Dartmouth Medical School conducted a telephone survey of American adults from December 2001 through July 2002.

Sarah L. Zielinski | EurekAlert!
Further information:
http://www.oupjournals.org

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