An experiment on the impact of regulatory fit on intention to ask for opportunistic mammograms

Biennial participation in systematic mammography screening is recommended for women of 50 years and older, no such recommendation is given for women under 50. Previous research shows low willingness to accept this recommendation. Applying the Theory of Regulatory Fit, this study investigates whether messages corresponding to an individual’s regulatory orientation lower intentions to ask for mammography of women under 50.
Method. 360 women (30-45 years) were randomly assigned to prevention fit, promotion fit, or control condition.
Results. Women in the fit conditions, compared to the control group, showed lower intentions to demand opportunistic screening, also controlling for age, health status and healthy behaviors, fear of breast cancer, perceived benefit of mammography screenings, ego-involvement, and past diagnosis of breast cancer among first grade relatives.
Discussion. Findings demonstrate that messages designed and conveyed according to the principles of regulatory fit can positively affect women’s intention to ask for opportunistic screening.