AMB200 Consumer Behaviour Assessment Item 2: CB ... · Web viewWord Count: 1508 Context and...

AMB200 CB Report Kaxin MA n9118187

AMB200 Consumer Behaviour

Assessment Item 2: CB Report

Topic 2:

Convincing people to get early checks for cancer

Student Name: Kaixin MA

Student Number: N9118187

Tutor: Graham Fellows

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Word Count: 1508

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I. Context and Problem/Opportunity

Cancer is a disease of leading cause of death with an estimated 45,700 people

passing away each year (Australian Cancer Research Foundation, 2014), in spite of

advanced technologies and highly developed medical level. David (2008b) states the

long history of fighting with cancer demonstrated the difficulty of full treatment or

cure of cancer. However, most people are not participating in the early detection

testing, because of lack of fundamental knowledge of cancers, over confidence or

even ignorance (Cancer Council Australia, 2015a). And this happens mostly among

younger women since the possibility of cancer diagnosis for them is lower. Thus it

becomes important for younger women to get early cancer detection to secure

effective early treatment and to improve overall outcome and results of cancer

treatment (American Cancer Society, 2014; Cancer Council Australia, 2015b).

II. Literature Review

The data from Australian Institute of Health and Welfare (2015) shows that cancer

has accounted for 30% deaths that registered in Australia in 2014. And the risk for

Australian males of being diagnosed with cancer was 1 in 2, while that for females

was 1 in 3 before year of 85. Australian Cancer Research Foundation (2014) indicates

that more than 123,000 new cases of cancer are diagnosed in Australian and are

affecting people of all ages with no discrimination. Among the heath system costs,

cancer costs was more than $4.5 billion which took up 6.9%, and cancer research

costs was $378 million which took over 22% of all heath research expenditure in year

2000 to 2001 (Cancer Council Australia, 2015b).

Australian Institute of Health and Welfare (2014) clearly states there exists positive

correlated relationship between age and the possibility of cancer diagnosis,

especially for people who are elder than 50 years old, and this statement supports

the research demonstrated by de Bock et al (2008). For instance, most early stage

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cancer patients could survive from cancer treatments, while the late stage cancer

patients are barely survived despite of treatments (David, 2008a).

In order to reduce the possibility of cancer diagnosis and to improve the outcome

and results of cancer treatment, early detection of cancer would be one of the most

effective solutions (Australian Cancer Network Colorectal Cancer Guidelines Revision

Committee, 2015). It is also clearly stated by Black & Welch (1993) that the high

degree of scrutiny assorts with technological advances and medical intervention can

be considered as a general principle of prevalence of disease like cancer.

Through the cancer study researched by Josephson (2006) self-management and

relevant environment would also be believed to assist early detection of cancer. In

practice, most people would think cancer can only be diagnosed after the age of 50

and there are low chances to be diagnosed as cancer when they were young. Rath &

Sharma (2005) define this phenomenon as lack of academic knowledge and

misjudgement of existing symptoms, which might lead to different cancer

development. On the other hand, besides self-recognise of cancer, Cancer Screening

helps protect health from early detection which can be completed free by general

practice doctors (Beatty & Koczwara, 2010). As a result of this, early signs or

symptoms can be discovered before any further development of the cancer

(Department of Health, 2015). As Yang, Tang & Chen (2012) expound that early

cancer detection testing such as Cancer Screening is able to improve the outcome of

cancer treatment so that the potential risks of cancer can be eliminated by more

than 60%. For younger people, especially younger women who have lowest

possibility of diagnosing cancer, discovering the cancer diagnosis at the very early

stage and apply with sufficient treatment can minimise the risks.

III. Theory/Model/Framework

The theory of planned behaviour can be used to explain the early check for cancers

by analysing behaviours (Ajzen, 1991). Bruijn, Wiedemann & Rhodes (2014) deem

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the theory of planned behaviour defines the relations among beliefs, attitudes,

behaviour intentions and behaviours, and can be considered as one of the most

predictive theories. In line with Figure 1 (Ajzen, 1991) in Appendix, it is obvious that

there are three variables, including attitude towards the behaviour, subjective

norms, and perceived behavioural control, which influence behavioural intention

thus different behaviours can be performed.

Firstly, Williams & French (2014) believe that attitude towards behaviour is

determined by behavioural beliefs and evaluation of behavioural outcomes. And

attitude towards behaviour can also be affected by personal belief, thus the positive

attitude towards early check for cancer might have influence on younger women to

participate in early cancer detection testing with high motivation. Additionally, the

positive attitude may also influence family members and friends by some external

surrounding (Barkworth, Hibbert, Horne, & Tagg, 2002) so that people would be

more likely to do early checks for cancers.

Secondly, it is stated by Hobbs, Dixon, Johnston & Howie (2013) that subjective norm

is complied and identified by normative beliefs and motivations. For instance, if

there is high public awareness of how early cancer detection is important among the

whole society, then personal subjective norm will be positively influenced on

behavioural intention and then behaviour, so that individuals would participate in

early checks for cancers.

Lastly, perceived behavioural control is decided by control beliefs and perceived

powers (Bruijn, Wiedemann & Rhodes, 2014), thus the high perceived behavioural

control could be a strong intention which may motivate or directly affect an actual

behaviour. In this case, providing transparent and adequate information of the

importance and significance of early cancer checks would improve the confidence of

an individual on the motivated intention to join early checks for cancers.

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IV. Recommendations

In accordance with the brief analysis of the planned behaviour theory and the

multiple and interwoven contributing factors, three strategies can be recommended

to address the factors on younger women participating early cancer detection

checks.

- Promotion

The first marketing strategy is to promote the early cancer detection in public areas

such as hospitals, schools and workplaces through media.

Australia Cancer Council should primarily put effort on the expansion of public

awareness of importance and advantages of taking early cancer checks. Through this

process, the cooperation with government can be used, such as printing posters on

the buses that younger passengers can be noticed. Multiple media channels can be

used as well, including traditional media channels such as magazines and televisions,

and also including new media channels such as websites and social media (Dutta-

Bergman, 2010). In aim of young people, promotion is required in schools and

universities to change the attitude of younger people so that they can gain more

knowledge of early cancer checks.

Furthermore, certain fundamental strategies should be provided as well, such as

detailed check lists and handouts. The check lists can be handed out on buses, trains

and universities, so that the external surroundings can be changed and then the

attitude of individuals can be influenced (Barkworth, Hibbert, Horne, & Tagg, 2002).

As a result of this, the positive attitude could be intentions that younger people can

be motivated and reinforced to do early cancer detection tests.

- Product

The other strategy can be considered to use is providing appropriate medical

products or services for people who have decided to participate in the early cancer

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checks, for example, the Cancer Screening. For instance, it is already acknowledged

that BreastScreen Australia is a free program serviced for women aged between 50

and 74 every 2 years, with the purpose of reducing deaths from breast cancer

though early detection (Department of Health, 2016). It can be noticed that the

targeting group of the Cancer Screen is middle-aged and elder women, while

younger women are not in the range. To improve the awareness and to firm the

beliefs of younger women toward the early cancer check the Department of Health

should take expanding the age range from younger women to elder women for the

Cancer Screening. This action can effectively reduce the risks of letting cancer

develop to late stage without discovery, so that early treatment can be provided as

well. The service should be free for Australians as well, so that every younger woman

can live a healthier life with early detection of cancer without worrying about if they

are able to afford the test or not.

- Physical Evidence

The last strategy is the physical evidence which is aimed at combining subjective

norms of individuals with the early cancer checking behaviour. The personal norms

about early cancer detection test will increase when the normative belief of the

society is positive (Ajzen, 1991). Younger women might think themselves very

healthy after an actual check for early cancer, and positive subjective norm from the

experience could therefore motivate the behaviour of them. From the study done by

Friedenreich & Orenstein (2002), participants with previous physical activities or

assessments about primary prevention of cancer are conducting positive changes

and aspects towards the experience, even there are higher survival possibility after

diagnosis. Overall, physical evidence is also vital for younger women to gain positive

norms to motivate the intention behaviours so that the final behaviour of early

cancer detection testing can be done.

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V. References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and

Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T

American Cancer Society. (2014, January 10). Lifetime risk of developing or dying

from cancer. Retrieved from

http://www.cancer.org/cancer/cancerbasics/lifetime-probability-of-developing-

or-dying-from-cancer

Australian Cancer Network Colorectal Cancer Guidelines Revision Committee. (2015).

Guidelines for the prevention, early detection and management of colorectal

cancer. Sydney: The Cancer Council Australia and Australian Cancer Network.

Australian Cancer Research Foundation. (2014). Cancer Statistics Australia. Retrieved

from https://acrf.com.au/on-cancer/cancer-statistics-australia/

Australian Institute of Health and Welfare. (2015). Cancer. Retrieved from

http://www.aihw.gov.au/cancer/

Australian Institute of Health and Welfare. (2014). Cancer in Australia: an overview

2014. Canberra: AIHW.

Barkworth, L., Hibbert, S., Horne, S., & Tagg, S. (2002). Giving at risk? Examining

perceived risk and blood donation behavior. Journal of Marketing Management,

18(9-10), 905-922. doi: 10.1362/0267257012930376

Beatty, L & Koczwara, B. (2010). An effectiveness study of a CBT group program for

women with breast cancer. Clinical Psychologist, 14(2), 45-53. doi:

10.1080/13284207.2010.500307

Black, W. C. & Welch, H. G. (1993). Advances in diagnostic imaging and

overestimations of disease prevalence and the benefits of therapy. The New

England Journal of Medicine, 328, 1237-1243. doi:

10.1056/NEJM199304293281706

Bruijn, G., Wiedemann, A., & Rhodes, R. E. (2014). An investigation into the

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relevance of action planning, theory of planned behaviour concepts, and

automaticity for fruit intake action control. British Journal of Health Psychology,

19(3), 652-669

Cancer Council Australia. (2015a, November 9). Early detection. Retrieved from

http://www.cancer.org.au/about-cancer/early-detection/

Cancer Council Australia. (2015b, November 17). Facts and figures. Retrieved from

http://www.cancer.org.au/about-cancer/what-is-cancer/facts-and-figures.html

David, G. (2008a, June 2). Early detection of cancer, part 2: Breast cancer and MRI.

Science-Based Medicine. Retrieved from

https://www.sciencebasedmedicine.org/early-detection-of-cancer-part-2-

breast-cancer-and-mri/

David, G. (2008b, May 12). The early detection of cancer and improved survival:

More complicated than most people think. Science-Based Medicine. Retrieved

from https://www.sciencebasedmedicine.org/the-early-detection-of-cancer-

and-improved-survival-more-complicated-than-most-people-think/

de Bock, G. H., Jacobi, C. E., Seynaeve, C., Krol-Warmerdam, E. M., Blom, J., van

Asperen, C. J., … van Houwelingen, J. C. (2008). A family history of breast cancer

will not predict female early onset breast cancer in a population-based setting.

BMC Cancer, 203(8). doi: 10.1186/1471-2407-8-203

Department of Health. (2016). BreastScreen Australia. Retrieved from

http://www.cancerscreening.gov.au/internet/screening/publishing.nsf/

Content/breast-screening-1

Department of Health. (2015, April 22). Cancer Screening. Retrieved from

http://www.cancerscreening.gov.au/

Dutta-Bergman, M. J. (2010). Complementarity in consumption of news types across

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traditional and new media. Journal of Broadcasting & Electronic Media, 48(1),

41-60. doi: 10.1207/s15506878jobem4801_3

Friedenreich, C. M. & Orenstein, M. R. (2002) Physical activity and cancer prevention:

Etiologic evidence and biological mechanisms. The American Society for

Nutritional Sciences, 132(11), 34565-34645.

Hobbs, N., Dixon, D., Johnston, M., & Howie, K. (2013). Can the theory of planned

behaviour predict the physical activity behaviour of individuals?. Psychology &

Health, 28(3), 234-249.

Josephson, J. (2006). Chemical exposures: Prostate cancer and early BPA exposure.

Environmental Health Perspect, 114(9): A520.

Rath, G., & Sharma, D. (2005). Accelerated partial breast irradiation with high dose

rate brachytherapy for early breast cancer. Journal of Cancer Research and

Therapeutics, (3), 126.

Williams, S. L., & French, D. P. (2014). Theory of planned behaviour variables and

objective walking behaviour do not show seasonal variation in a randomised

controlled trial. BMC Public Health, 14(1), 1-19. doi:10.1186/1471-2458-14-120

Yang, P., Tang, J., & Chen, C. (2012). An evaluation study of a dementia screening

program in Taiwan: An application of the theory of planned behaviors. Journal of

Gerontological Social Work, 55(7), 626-640. doi:10.1080/01634372.2012.681108

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VI. Appendix

Figure 1. Theory of Planned Behaviour.

(Sourced from Ajzen (1991): The theory of planned behavior).

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AMB200 Consumer Behaviour: Assessment Item 2 - CB ReportName & Student No.: Kaixin MA N9118187

Tutorial Time & Tutor: Graham Fellows, Monday 8am

Topic:2

7 6 5 4 3 2-1Problem-Identification and research (40 marks)Problem/opportunityand perspective

You make a clear, accurate and up-to-datestatement about the argument you are presenting and have defined the key issues in the topic. You articulate a defined, realistic and clear perspective.

You make a clear statement aboutthe argument you are presenting and define some of the key issues in the topic. You articulate a realistic and clear perspective.

You have attempted to make aclear statement about the argument you are presenting and define some of the key issues in the topic. You provide your perspective.

You have defined an issue inthe topic. Your perspective is not clear.

You fail to specify theargument you are presenting and do not define the key issues in the topic. Your perspective is not clear.

8.5 - 10 7.5 – 8 6.5 – 7 5 – 6 0 – 4.5

Literature review You critically analyse relevant researcharticles, demonstrate an excellent understanding of the literature, integrate readings into a coherent and logical argument, and display a comprehensive understanding of current thought on the topic. You use a minimum of 7 peer- reviewed scholarly sources in your literature review.

You critically analyse relevantresearch articles, demonstrate a strong understanding of the literature, convey the results of the readings into a useful argument, and display a functional understanding of current thought on the topic.

You analyse relevant researcharticles, demonstrate a sound understanding of the literature, convey the results of the readings into a useful argument, and display a functional understanding of current thought on the topic.

You describe, rather thananalyse the literature. You attempt to convey the results into an argument. You demonstrate some understanding of current thought on the topic.

You do not critically presentrelevant research or demonstrate an understanding of the literature. You describe rather than intergrate outcomes and do not display an understanding of current thought on the topic.

13 - 15 11.5 – 12.5 10 - 11 7.5 – 9.5 0 – 7

Use of information andappropriate theory/model/framework

You have demonstrated a very high levelof understanding of consumer behaviour theories relevant to the topic. This is likely to involve synthesis of theories and development of new ideas. You have selected a highly appropriate T/M/F.

You have demonstrated a highlevel of understanding of consumer behaviour theories relevant to the topic. You have selected a highly appropriate T/M/F.

You have demonstrated a goodlevel of understanding of consumer behaviour theories relevant to the topic. You have selected an appropriate T/M/F.

You have demonstrated asatisfactory level of understanding of consumer behaviour theories relevant to the topic. You have selected an appropriate T/M/F.

You fail to demonstrate asatisfactory level of understanding of consumer behaviour theories relevant to the topic. You have not selected an appropriate T/M/F.

13 - 15 11.5 – 12.5 10 - 11 7.5 – 9.5 0 – 7

Application (40 marks)Marketing solutions You have formulated three

recommendations using high level, relevant marketing principles and frameworks. The solutions are creative and original.

You have formulatedrecommendations using high-level marketing principles and frameworks. The solutions may be creative.

You have formulatedrecommendations using relevant marketing principles and frameworks.

You have formulatedrecommendations using some marketing principles and frameworks

You fail to formulaterecommendations using marketing principles and frameworks

25.5 - 30 22.5 - 25 19.5 - 22 15 - 19 0 – 14.5

Justification ofrecommendations

Your three recommendations are clearlylinked to the problem and T/M/F you identified, and clearly relate back to your literature review. You have clearly explained your recommendations.

Your recommendations are linkedto the problem and T/M/F you identified, and relate back to your literature review.

Your recommendations may belinked to the problem and T/M/F you identified, and may relate back to your literature review in some instances.

Your recommendations arenot clearly linked to the problem and T/M/F you identified, and are not clearly related back to your literature review.

Your recommendations areunclear. You fail to demonstrate any links to the problem and T/M/F you identified, and you do not relate back to your literature review.

8.5 - 10 7.5 – 8 6.5 – 7 5 – 6 0 – 4.5

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AMB200 CB Report Kaxin MA n9118187Communication and interpersonal skills (20 marks)Written presentationstructure and format

You organise content clearly andprofessionally, and make no technical errors. You have followed the structural requirements closely. You are within the word count. The referencing style is consistent and correct with a wide range of appropriate, scholarly references.

You organise content clearly andlogically, and make no technical errors. You have followed the structural requirements closely. The referencing style is consistent and correct with a good range of appropriate, scholarly references.

You organise content clearlyand make very few technical errors. You have attempted to follow the structural requirements. The referencing style has minimal errors with appropriate references.

You attempt to organisecontent clearly and make some technical errors. You have attempted to follow the structural requirements. The referencing style has some errors and inconsistencies.

You present content in anincoherent way and make frequent technical errors through the paper. You do not reference your sources appropriately.

17 - 20 15 – 16.5 13 – 14.5 10 – 12.5 0 – 9.5

Total: / 100 Reweighted: / 35%

Comments:

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