Gender Identity Salience and Perceived Vulnerability to Breast Cancer

Puntoni, Stefano; Sweldens, Steven; Tavassoli, Nader T
June 2011
Journal of Marketing Research (JMR);Jun2011, Vol. 48 Issue 3, p413
Academic Journal
Breast cancer communications that make women's gender identity salient can trigger defense mechanisms and thereby interfere with key objectives of breast cancer campaigns. In a series of experiments, the authors demonstrate that increased gender identity salience lowered women's perceived vulnerability to breast cancer (Experiments 1a, 3a, and 3b), reduced their donations to ovarian cancer research (Experiment 1b), made breast cancer advertisements more difficult to process (Experiment 2a), and decreased ad memory (Experiment 2b). These results are contrary to the predictions of several prominent theoretical perspectives and a convenience sample of practitioners. The reduction in perceived vulnerability to breast cancer following gender identity primes can be eliminated by self-affirmation (Experiment 3a) and fear voicing (Experiment 3b), corroborating the hypothesis that these effects are driven by unconscious defense mechanisms.


Related Articles

  • At Your Own Risk: Gender Identity Salience and Perceived Vulnerability to Breast Cancer. Sweldens, Steven; Puntoni, Stefano; Tavassoli, Nader // Advances in Consumer Research - European Conference Proceedings;2008, Vol. 8, p477 

    The goal of this research program was to assess the effect of identity salience on identity-specific risk perceptions. We operationalized this in a gender setting, by activating gender identity salience and assessing its effect on breast cancer risk perceptions. Apart from non-melanoma skin...

  • Nearly all women miscalculated their risk for breast cancer. Leiser, Mark; Todak, Alexandra // Hem/Onc Today;9/25/2013, Vol. 14 Issue 18, p23 

    The article discusses an analysis by New York researcher Jonathan D. Herman and colleagues which revealed that 90% of 9,873 women who underwent breast cancer screening at 21 centers on Long Island, New York have inaccurately perceived their breast cancer risks.

  • Predictors of Cancer Worry in Unaffected Women from High Risk Breast Cancer Families: Risk Perception is not the Primary Issue. Melanie Price; Phyllis Butow; Sing Lo; Judy Wilson // Journal of Genetic Counseling;Oct2007, Vol. 16 Issue 5, p635 

    Abstract  Some women at increased familial risk of breast cancer experience elevated levels of cancer-specific worry, which can possibly act as a barrier to screening, and may be a significant factor in decisions regarding risk-reducing surgery. The aim of this study was to...

  • Hospital Provides Breast Cancer Awareness. Wright, Sarafina // Washington Informer;11/5/2015, Vol. 51 Issue 4, p18 

    The article reports on two Purposely Involved N Keeping Individuals Educated (PINKIE) parties held by Doctors Community Hospital in Lanham, Maryland in October 2015 that highlighted the importance of breast health, annual mammogram screening and clinical breast examinations.

  • Researchers call for more awareness of male breast cancer as cases rise.  // Biomedical Market Newsletter;10/10/2011, Vol. 21, p261 

    The article reports on the low awareness of men that they are at risk of having breast cancer.

  • Breast Cancer Attributable Costs in Germany: A Top-Down Approach Based on Sickness Funds Data. Gruber, Emil Victor; Stock, Stephanie; Stollenwerk, Björn // PLoS ONE;Dec2012, Vol. 7 Issue 12, p1 

    Background: Breast cancer is the leading cause of death from cancer among women in Germany. Despite its clinical and economic relevance, no attributable costs for breast cancer have been reported for Germany so far. The objective of this study is to estimate age-specific breast cancer...

  • Thinking about breasts. Leavitt, Sarah // Xtra West (Vancouver);6/19/2008, Issue 387, p19 

    The author reflects on mastectomy or the removal of breasts. She states that gender identity affects the way women address their breasts. She likewise notes that she only started to read more about breast cancer and cancer survivors after her sister-in-law was diagnosed with breast cancer....

  • Historia natural del proceso diagnóstico del cáncer de mama. Villarreal-Ríos, Enrique; Escorcia-Reyes, Verónica; Martínez-González, Lidia; Vargas-Daza, Emma Rosa; Galicia-Rodríguez, Liliana; Cervantes-Becerra, Roxana; López-Ramos, José Martín // Pan American Journal of Public Health;Mar2014, Vol. 35 Issue 3, p172 

    Objective. To build a model that explains the natural history of breast cancer diagnostic procedures. Methods. Descriptive cross-sectional study of 245 women between 40 and 69 years of age, selected by simple random sampling, who underwent a mammography and met the requirements of the breast...

  • Research Highlights.  // Nature Reviews Cancer;Apr2008, Vol. 8 Issue 4, p248 

    The article highlights two clinical researches in cancer. A study on risk perception and among 374 women in Eastern Massachusetts who had been diagnosed with ductal carcinoma in situ (DCIS) reveals that 54% of the women perceived a moderate risk for DCIS recurrence, and 39% perceived a moderate...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics