Nearly 40% of Britons would delay going to a GP with cancer symptoms because they would be worried about wasting the doctor's time, a survey suggests.
The Cancer Research UK poll of 2,200 people also found 37% would be put off because they were frightened, while one in five said they would be embarrassed.
The charity said such attitudes could be "dangerous" as late diagnosis lowered the chances of survival.
GPs said people needed more convincing that cancer was not a "death sentence".
Cancer survival rates have been rising over recent decades.
However, the UK still lags behind many European countries, partly because of late diagnosis.
The government has responded to this by introducing some of the NHS's shortest waiting times for cancer care.
But the poll, which will be published at the National Cancer Research Institute conference in Birmingham later, suggests even guaranteeing quick treatment may not be the solution.
Professor Jane Wardle, from Cancer Research UK, said: "It's typically British to think 'I mustn't bother the doctor'.
"But when this etiquette stops us talking to the GP about potentially serious symptoms, it can be dangerous. Read more...
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