The prediction and verification of a woman's intention to participate in a mammography screening program

The purpose of the study was to identify and verify factors that determine a woman's intention to participate in a mammography screening program. Ajzen and Fishbein's theory of reasoned action was used as the theoretical framework for analyzing attitudes, subjective norms and intentions related to obtaining a mammogram while the Mobile Medical Unit van was on campus in November 1989. An instrument designed to measure attitudes, subjective norms and intentions was developed following the protocol suggested by Ajzen and Fishbein. The instrument was subsequently evaluated for internal consistency using Cronbach's alpha. The sample consisted of 199 women ages 40 and older from the University of Tennessee, Knoxville. Multiple regression analysis was used to predict intention to obtain a mammogram on the Mobile Medical Unit van and to test the theory of reasoned action. The major findings of the study were: (1) With regard to intention to obtain a mammogram when the Mobile Medical Unit van was on campus, neither attitude nor subjective norm significantly predicted intention to obtain a mammogram; (2) With regard to intention to obtain a mammogram within the next two years, both attitude and subjective norm together in the equation significantly predicted intention and accounted for 27 percent of the variance. Attitude alone was a significant predictor of intention over and above subjective norm; (3) Thirty-eight of 198 respondents reported that they intended to obtain a mammogram while the Mobile Medical van was on campus. The percentage of intenders who actually obtained a mammogram on the van was 29.7 percent. Based upon the findings of the study, the following major conclusions were reached: (1) With regard to the Mobile Medical Unit van, the theory of reasoned action failed to predict a woman's intention to obtain a mammogram; (2) With regard to intention to obtain a mammogram within the next two years, the attitudinal component of the model played a larger role than subjective norm in predicting intention. The results of the data analyses will be used to develop guidelines for future marketing and health promotion strategies aimed at encouraging women to participate in breast screening activities.