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Table 4 Experts’ conceptualisation and prioritisation of values in three approaches to communication with consumers

From: The role of communication in breast cancer screening: a qualitative study with Australian experts

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
  1. avalues that were prioritised for this particular communication approach