Reducing Cancer Information Avoidance Through Video Interventions

This clinical study investigates the effectiveness of brief video interventions designed to reduce health information avoidance, particularly concerning colorectal cancer screening. The research focuses on testing videos that incorporate psychological elements proven to engage individuals who typically avoid health-related information, including self-efficacy enhancement, humor, and calming techniques.

The trial will compare two experimental video interventions promoting different screening methods (colonoscopy and home tests) against a control video about food safety. All videos feature multiple versions with different actors to control for potential actor effects while maintaining consistent psychological messaging. The study aims to determine whether these interventions can increase screening intentions, encourage risk information seeking, and ultimately improve colorectal cancer screening rates among non-adherent individuals aged 45-75.

Researchers will enroll approximately 1,500 participants through the Ipsos panel, specifically targeting individuals who are not following current colorectal cancer screening guidelines. Half of the participants will be selected based on their tendency to avoid colorectal cancer information. The study will measure immediate outcomes like screening intentions and information-seeking behavior, as well as long-term results including actual screening rates after nine months.

Secondary outcomes include assessments of self-efficacy for colorectal cancer screening and measurements of participants' emotional states using standardized psychological scales. The research team, led by Dr. Heather Orom from the University at Buffalo, hopes these brief, scalable video interventions could provide an effective way to improve cancer screening rates in the general population, especially among information-avoidant individuals.