Table 4.
Experts’ conceptualisation and prioritisation of values in three approaches to communication with consumers
| Values | Conception of values underpinning the “Be screened” approach | Conception of values underpinning the “Be screened and here’s why” approach | Conception of values underpinning the “Screening is available, please consider whether it is right for you” approach |
|---|---|---|---|
| Delivering benefits | Reduced breast cancer mortality & reduced treatment related morbiditya | Reduced breast cancer mortality & reduced treatment related morbiditya | Reduced all cause mortality and morbidity |
| Avoiding harm | Minimising pain, parking hassles, radiation, anxiety about false positives | Minimising pain, parking hassles, radiation, anxiety about false positives | Minimising overdiagnosis harmsa |
| Delivering more benefits than harms | Experts informed by evidence to assess population benefits & harmsa | Experts informed by evidence to assess population benefits & harmsa | Consumers informed by evidence and personal values to assess balance of benefits & harms for themselvesa |
| Respect for autonomy | Maximising consumer choices for life saving breast cancer treatment; freedom from misleading influences on consumer screening participation | Maximising consumer choices for life saving breast cancer treatment | Facilitating informed consumer decision making about screening, freedom from external (positive or negative) influences on decision makinga |
| Transparency | n/a | Telling consumers what might happen when participating in screeninga | Telling consumers what might happen when participating in screening |
| Professional responsibility | Providing guidance on healthy living to the population | Providing guidance on healthy living to the population | Providing full information to the population about healthy living |
| Respect for public preferences regarding decision-making responsibility | Consumers want to be told what to do | Consumers want to be told what to do; consumers want full information | Consumers want full information |
avalues that were prioritised for this particular communication approach