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					                              Trust for Health Information: Differences by Race, Age, Education, and Gender
                                                                                             John Harvey Wingfield, PhD & Le’Roy Reese, PhD
                                                                                 Department of Community Health/Preventive Medicine, Morehouse School of Medicine




                              Background                                                                                                 Results                                                                            Conclusions
                                                                                                                                      Race/Ethnicity
          Source credibility (i.e. communicator trustworthiness   Lower numbers               3.5
                                                                                                                                                                                                         Doctors and health care providers were the most
           and expertise) has long been considered an              indicate a higher             3                                                                                                        trusted source of health information for all groups.
                                                                                               2.5
           important factor in developing effective                degree of trust for all       2
                                                                   results.                                                                                                                              However, there were significant differences across
           communications.
                                                                                               1.5

                                                                                                                                                                                                          racial/ethnic groups in the degree of trust for doctors
                                                                                                 1
                                                                                               0.5

          Further, it is important that we understand the
                                                                                                 0                                                                                                        and providers as information sources, with Whites
                                                                                                                                                                                                          trusting doctors and health professionals more than
                                                                                                      Doctor/ health Family/friends   Television   Government Religious Org
           channel(s) through which various populations are                                               care                                     Health Org

           most likely to be receptive to health                                             Hispanic       Non-Hispanic White           Non-Hispanic Black      Non-Hispanic Other                       African Americans and Hispanics.
           communications.
                                                                                                                                            Age                                                           African Americans trusted religious organizations
          As perceptions of source credibility vary across                                   4.5                                                                                                         more so than other racial/ethnic groups.
           different segments of the population, health                                         4

           communications that have been targeted for specific
                                                                                              3.5                                                                                                        Individuals over 65 were much less likely to trust
           audiences or tailored for particular individuals have
                                                                                                3
                                                                                                                                                                                                          information from the internet compared to those
                                                                                                                                                                                                          under 65.
                                                                                              2.5                                                                             18-34
           been shown to be more effective than generic, “one-                                  2                                                                             35-49
           size-fits-all,” messages.                                                          1.5                                                                             50-64
                                                                                                1
                                                                                                                                                                              65-74                      There was a positive relationship between
                                                                                                                                                                                                          educational attainment and trust for both the
                                                                                                                                                                              75+
          The development of effective health                                                0.5

           communications requires a detailed comprehension
                                                                                                0                                                                                                         internet and government health agencies, and a
           of audience preference for communicators and
                                                                                                      Doctor/health
                                                                                                          care
                                                                                                                        Family/friends        Internet     Govt Health
                                                                                                                                                              Org                                         negative relationship between education and trust
           communication channels.                                                                                                                                                                        for religious organizations.
                                                                                                                                        Education
                                                                                                  4                                                                                                      Females were more likely than males to trust print
                              Study Goals                                                       3.5
                                                                                                  3                                                                                                       media, the internet and television as sources of
                                                                                                2.5
                                                                                                                                                                                                          health information.
            Examine differences by race/ethnicity, education,
                                                                                                  2
                                                                                                                                                                                                                           Contact information
                                                                                                1.5
             age, and gender for trust in different                                               1
                                                                                                                                                                                                         John Harvey Wingfield, PhD
                                                                                                                                                                                      Less than HS
                                                                                                0.5
             communication sources.                                                               0
                                                                                                                                                                                      HS Graduate
                                                                                                                                                                                      Some College
                                                                                                                                                                                      College Graduate
            Examine differences in preferences for                                                                                                                                                      720 Westview Drive, SW         T: 404.756.5025
             communication channels by race/ethnicity,                                                                                                                                                   Atlanta, Georgia 30310         F: 404.765.9771
             education, age, and gender.
                                                                                                                                                                                                                                        E: jwingfield@msm.edu

                                Methods
                                                                                                                                            Gender
                                                                                                     3.5
                                                                                                       3
       Data were from the 2007 Health Information National                                           2.5
       Trends Survey (HINTS). Analyses were conducted                                                  2
       using SPSS 17.0. All data were weighted to provide                                            1.5

       representative estimates of the population. The SPSS                                            1
                                                                                                     0.5
       complex module was used to take into account the
                                                                                                                                                                                Female
                                                                                                       0                                                                        Male
       complex sampling design and to adjust for the
       population sampling weight.



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