Table 1.

Crosswalk of PHM Constructs and Formative Research Questions

PHM Framework Construct	Formative Research Questions Linked to the PHM
Constant
Threat (Susceptibility, Severity)	What comes to your mind when I say “breast cancer?” Do you think women like you are at risk for getting breast cancer?
Efficacy (Self, Response)	What can women do protect themselves from getting breast cancer? (Self-efficacy) Do you think that breast cancer screening increases the chance of finding breast cancer early? (Response efficacy)
Cues (Channel, Source)	Where do you usually get your information about “general health?” How would you want to receive information about breast cancer screening? Who would you want to hear the message from? Who would you most believe?
Transient
Salient beliefs	Do you think that women like you are at risk for getting breast cancer?
Salient referents	[If screened] What influenced (or motivated) you to get screened for breast cancer in the past eighteen months? Did a friend (or friends) encourage you to get screened? [If unscreened] Has any of your family or friends been screened for breast cancer? Do they encourage you to get screened for breast cancer?
Culture and environment	What do you think should be the main point of health messages to promote breast cancer screening among African-American women? Are there times or places where you pay better attention to health messages?

^*The moderator guide questions presented here do not represent all of the focus group questions asked or represent the only questions that can be linked to the PHM. These questions are presented as some of the key questions asked of focus group participants in order to obtain information on PHM constructs to develop the AAMM campaign concepts, messages, and materials tested for this study.