The war on prevention II: Battle metaphors undermine cancer treatment and prevention and do not increase vigilance

Bellicose metaphors for cancer are ubiquitous. But are they good metaphors for health communicators to use? Because metaphors can guide reasoning about abstract concepts, framing cancer with metaphors of battle, war, and enemies leads people to apply attributes of these concepts to cancer. The current research investigates how this affects inferences about cancer treatment, prevention, and monitoring. Battles and war are usually seen as being difficult. Indeed, reading about a person’s “battle” or “fight” against cancer makes cancer treatment seem more difficult (studies 1-4). One way to approach a battle is to surrender and give up control. Consistent with this implication, battle metaphors increase fatalistic beliefs about cancer prevention (e.g., believing that there is little one can do to prevent getting cancer; study 3). Finally, even though battles invoke vigilance and action, Study 4 failed to find that such metaphors motivate people to immediately see their doctor when imagining a cancer scare. These findings suggest that bellicose metaphors for cancer can influence the health beliefs of nonpatients in ways that may make them less willing to enact healthy behaviors.