Golden moves: developing a transtheoretical model-based social marketing intervention in an elderly population

Dahl, Stephan, Eagle, Lynne, and Ebrahimjee, Mustafa (2013) Golden moves: developing a transtheoretical model-based social marketing intervention in an elderly population. Social Marketing Quarterly, 19 (4). pp. 230-241.

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Abstract

Social marketing is increasingly being used by public and nonprofit organizations to deliver behavior change objectives. Drawing on the example of physical activity for the over 65s, we show how social marketing techniques can deliver a physical activity program for a priority group that has so far received little attention. In this study, conducted in the United Kingdom, we use a grounded theory approach to understand motivational factors and perceived barriers and to determine the types of messages and message channels that could be used for a potential social marketing–based intervention. We show how the findings of this pilot study can be used to develop such an intervention, and present a modeled intervention, based on the transtheoretical model of behavior change.

Item ID: 30092
Item Type: Article (Research - C1)
ISSN: 1539-4093
Keywords: social marketing, physical activity, elderly, transtheoretical model
Funders: British Academy
Date Deposited: 06 Nov 2013 06:34
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications @ 100%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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