ABSTRACT

The current study was designed to examine effective message strategies that can be employed in designing mediated communication messages to improve clinical trial research participation. In the study, a total of 300 participants completed an online experiment in which they responded to five different clinical trial recruitment advertisements whose information sources varied in their credentials and race. Overall, peer-featured ads in which previous clinical trial participants communicated their prior experience in clinical trial participation, compared to expert-featured ads in which medical doctors communicated information about clinical trials, led to higher message and topic relevance, higher message credibility, more favorable attitudes toward clinical trials, and higher intentions to participate in future clinical trials. Further, there was a statistically significant interaction among source credentials, racial match (between source and participant), and participant’s race on message and topic relevance such that both White and Black participants rated ads from racially mismatched peers highly effective (greater message and topic relevance); however, for doctor featured ads, White participants reported higher message and topic relevance for racially matched (White doctor) ads, and Black participants reported higher message and topic relevance for racially mismatched (White doctor) ads. We discuss theoretical and practical implications.

摘要

当前的研究旨在检查可用于设计中介通信消息以提高临床试验研究参与度的有效消息策略。在这项研究中，共有 300 名参与者完成了一项在线实验，他们在实验中回应了五个不同的临床试验招募广告，这些广告的信息来源因他们的资历和种族而异。总体而言，与医生交流临床试验信息的专家特色广告相比，以前的临床试验参与者交流他们之前参与临床试验的经验的同行特色广告导致更高的消息和主题相关性、更高的消息可信度、更多对临床试验的积极态度，以及参与未来临床试验的更高意愿。更远，来源凭证、种族匹配（来源和参与者之间）以及参与者在消息和主题相关性方面的种族之间存在统计上显着的相互作用，因此白人和黑人参与者都认为来自种族不匹配的同龄人的广告非常有效（更大的消息和主题相关性）；然而，对于医生特色广告，白人参与者报告种族匹配（白人医生）广告的信息和主题相关性更高，而黑人参与者报告种族不匹配（白人医生）广告的信息和主题相关性更高。我们讨论了理论和实践意义。以及参与者在消息和主题相关性方面的种族，使得白人和黑人参与者都认为来自种族不匹配的同龄人的广告非常有效（更大的消息和主题相关性）；然而，对于医生特色广告，白人参与者报告种族匹配（白人医生）广告的信息和主题相关性更高，而黑人参与者报告种族不匹配（白人医生）广告的信息和主题相关性更高。我们讨论了理论和实践意义。以及参与者在消息和主题相关性方面的种族，使得白人和黑人参与者都认为来自种族不匹配的同龄人的广告非常有效（更大的消息和主题相关性）；然而，对于医生特色广告，白人参与者报告种族匹配（白人医生）广告的信息和主题相关性更高，而黑人参与者报告种族不匹配（白人医生）广告的信息和主题相关性更高。我们讨论了理论和实践意义。