Should Breast Cancer Ads Play Up the Pink?


July 27, 2011

The Wall Street Journal

The vast majority of breast cancer cases occur in women, so it’s only natural that the components of and context for public-health ads about the disease have a connection to that gender. A study recently published by the Journal of Marketing Research, however, questions whether that’s always the best way to go. A series of six experiments demonstrates, the authors say, that emphasizing gender in those ads might actually lower a woman’s perceived risk for breast cancer, make her give less to gender-specific cancer charities and even make her less likely to remember the ads... Read More