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JNCI Monographs 1999 1999(25):119-122;
© 1999 by Oxford University Press
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Journal of the National Cancer Institute Monographs, No. 25, 119-122, 1999
© 1999 Oxford University Press

Persuasion for the Purpose of Cancer Risk Reduction: a Discussion

Peter Salovey, Tamera R. Schneider, Anne Marie Apanovitch

Affiliation of authors: Health, Emotion, and Behavior (HEB) Laboratory, Department of Psychology, Yale University, New Haven, CT.

Correspondence to: Peter Salovey, Ph.D., Department of Psychology, Yale University, P.O. Box 208205, New Haven, CT 06520-8205.

We comment on the preceding papers by Gerrard and Vernon concerning persuasion, perceived risk, and cancer-relevant behavior. Our purpose is to highlight several challenges for future investigators. First, relations between health cognition and health behavior (such as the link between perceived vulnerability and protective behaviors) are likely to be moderated by other variables, including individual differences and situational contexts. Second, we encourage health communication researchers to consider how persuasion is contextualized in social relationships and to employ mechanisms from the literature on social influence when promoting cancer prevention and early detection behaviors. Finally, we emphasize the importance of current feelings and anticipated emotions as motivators of salubrious actions.


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