Exploring the impact of cognitive dissonance on women’s intentions to pursue breast cancer screening in health marketing communications

Purpose The study aims to investigate the factors that predominantly affect women’s intentions to get breast cancer screening tests. The aim is to assess the perceptions of breast cancer screening among women aged over 40 years of age, following the cognitive dissonance theory in health marketing communications. It examines women’s two most favorable and two least favorable perceptions concerning their readiness to engage in breast cancer screening and analyzes their behavioral intentions. The results offer significant insights into public perceptions of breast cancer screening and their impact on societal attitudes. Design/methodology/approach A questionnaire-based survey involving 267 women revealed that their willingness to participate in breast cancer screening tests is affected by the principles of cognitive dissonance theory. Findings Emotional reactions and perceived wisdom are the primary determinants affecting women’s willingness to engage in breast cancer screening. Practical implications The results enhance the personalization of breast cancer advertising to increase the uptake of breast cancer screening. Originality/value Despite the importance of breast cancer screening as a vital public health concern, there is limited research examining the primary factors that influence positive attitudes toward and compliance with breast cancer screening tests.