Seeing through a Glass Onion: broadening and deepening formative research in social marketing through a mixed methods approach

Carins, Julia; Rundle‐Thiele, Sharyn; Fidock, Justin

doi:10.1080/0267257x.2016.1217252

Cited by 35 publications

(27 citation statements)

References 66 publications

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“…To improve eating behavior in this population, an extensive formative research project was conducted to understand both individual and environmental influences on eating behavior within a military base setting (Carins, Rundle-Thiele & Fidock, 2016). Formative research insights informed development of two programs—a motivational communication campaign and a broader social marketing campaign involving communications and changes to the military dining environment to facilitate healthier choices.…”

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confidence: 99%

Delivering Healthy Food Choice

Carins

Rundle‐Thiele

Parkinson

2017

Social Marketing Quarterly

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Introduction: Military personnel need to eat healthfully to enable peak performance and sustain health. Poor dietary habits and a rising rate of obesity among military personnel indicate a need for programs to improve food choices. This study evaluated two programs conceived under a dual-process model (consumer-focused communications only and a broader social marketing program including communications and environmental changes). Methods: Programs were implemented and evaluated over a 6-week period in two military dining halls in Australia. Food selections were measured before and after program implementation using plate photography ( N = 673 meals). Outcome variables included a healthy plate index (HPI), number of selections for food types, number of selections from three healthfulness categories (most healthful, moderately healthful, and least healthful), and a measure of how diner selections differed from the proportions of each healthfulness category available on the menu. Independent t tests were used to assess the difference between diner selections before and after program implementation. Results: Significant differences ( p < .05) in diner selections were observed after implementation of both programs, all in a healthful direction. When communications were used in isolation, the HPI was higher, with more selections made, and more moderately healthful selections chosen. When communications and environmental changes were combined, the number of choices remained stable but the HPI increased, and more of the most healthful foods were chosen. Conclusions: The eating behavior of military personnel can be improved using consumer-focused communications. However, by altering the environment as well, a greater change in behavior can be realized.

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confidence: 99%

Delivering Healthy Food Choice

Carins

Rundle‐Thiele

Parkinson

2017

Social Marketing Quarterly

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“…Formative/Audience Research : All frameworks in the literature that introduce guidelines on the use of social marketing in practice refer to the importance of audience research in this field (Carins et al, 2016; Domegan & Hastings, 2017b; Kubacki & Rundle-Thiele, 2017). According to Andreasen (2002), formative research is highly conducive in the success of social marketing programs, by facilitating the behavior perception of consumers and environmental influencers.…”

Section: Resultsmentioning

confidence: 99%

Social Marketing Interventions in Iran: A Systematic Review; 2002–2017

Almodarresi

Shahadati

Ardekani

2020

Social Marketing Quarterly

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Social marketing, as an interdisciplinary approach, has been proved effective in improving individual and social life in multiple fields. One way to expand this growing field is to investigate and evaluate the current literature on principles and benchmark criteria of social marketing. Thus, the present study aims to evaluate social marketing interventions in the country of Iran with two main objectives: (a) examining the use of seven social marketing components used in interventions and (b) investigating the scope of intervention in three social marketing streams (i.e., downstream, midstream, upstream). Following standard review studies in this field, a primary search was conducted on 13 online databases (7 Persian and 6 English databases). Using relevant keywords, Persian and English articles published from 2002 to 2017 were extracted from national and international journals. A total of 497 records were obtained from the search, 5 of which met the criteria for entering this review study. Analyses of the findings indicated that most interventions in Iran lack the minimum social marketing criteria and merely focused on a downstream approach. By investigating social marketing interventions, this research extends understanding of the social marketing status in developing countries, specifically in Iran with a non-English language. While the findings provide empirical support for the previous framework of the seven benchmark criteria, it can be concluded that Iran is at an early stage in its development of using social marketing interventions. This study recommends the use of multiple methods for conducting formative research and considers midstream and upstream approaches.

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“…While health education is critical, and has been shown to improve dietary behaviour [43], these findings indicate that even if an individual were knowledgeable about nutrition and possessed motivation to follow a healthful diet, there are many obstacles preventing them from reaching their goal, given the lack of support within the food environment. Considering the significant impact the environment has on individual dietary choices [24,44], the food environment needs to be addressed to enable or amplify other behavioural change efforts, in both low- and high-SES environments [45,46]. Attempts to alter individual behaviour when there is a clear absence of healthful options and information will limit intervention effectiveness.…”

Section: Discussionmentioning

confidence: 99%

Assessing Support for Advantaged and Disadvantaged Groups: A Comparison of Urban Food Environments

Storr

Carins

Rundle‐Thiele

2019

IJERPH

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Individuals from lower-socio-economic status (SES) communities have increased risk of developing obesity in developed countries such as Australia. Given the influence of the environment on dietary behaviour, this paper seeks to examine food environments in areas of differing social advantage. An established measurement tool (the NEMS—Nutrition Environment Measurement Survey), that captures aspects of support for healthy eating within restaurants (NEMS-R) and grocery/convenience stores (NEMS-S), was applied to both a high-SES and a low-SES suburb within Brisbane, Australia. The study found a significantly more supportive restaurant food environment in the high-SES suburb, with greater access to and availability of healthful foods, as well as facilitators for, reduced barriers to, and substantially more nutrition information for healthful eating. A higher number of outlets were found in the high-SES suburb, and later opening times were also observed. Overall, the results from stores (NEMS-S) suggest poor support for healthful eating across both suburbs. This study highlights how food environments in low-SES regions continue to be less supportive of healthful eating. Public health strategies must move beyond individual-focused strategies to ensure that our most disadvantaged, low-SES communities have an equal opportunity to access healthful foods.

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Seeing through a Glass Onion: broadening and deepening formative research in social marketing through a mixed methods approach

Cited by 35 publications

References 66 publications

Delivering Healthy Food Choice

Delivering Healthy Food Choice

Social Marketing Interventions in Iran: A Systematic Review; 2002–2017

Assessing Support for Advantaged and Disadvantaged Groups: A Comparison of Urban Food Environments

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