Fig. 3

Heatmap showing reasons for mammography a non-attendance among non-attendees (n = 1050) and b attendance among true screeners (n = 1089), respectively. The main deterrents were lack of perceived risk and fear, while motivators can be categorized as health consciousness or cues to action. Non-attendees exclude non-regular screeners who indicated attendance but could not recall/last visit was more than 2 years prior to diagnosis