Cervical cancer is preventable and treatable, yet it claimed 350,000 lives in 2024 due to low screening rates. In India, lack of awareness and cultural stigma are major barriers. Researchers tested different ways to encourage screening, using doctors and peers to deliver either informative or empowering messages. They found that while doctors are trusted and increase willingness to pay, peers sharing empowering messages led to the highest screening rates. This approach could help 21 million more women in India get screened. The study shows that using relatable messengers and culturally sensitive messages can make a difference in screening adoption.
Co-author (s): Anima Nivsarkar, University of Texas at Austin (former Research Assistant at IIM Udaipur) Sundar Bharadwaj, University of Georgia
Journal: Journal of Marketing
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