社会营销作为减少青少年意外怀孕的策略

W. Evans, Olivia Silber-Ashley, Jennifer C. Gard
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引用次数: 11

摘要

最近的研究表明,82%的少女怀孕是意外的。社会营销具有减少青少年意外怀孕的潜力,但其在这一领域的有效性尚未得到彻底评估。这篇文章回顾了社会营销的文献和评估其潜力,以减少青少年意外怀孕。我们确定了与青少年生殖健康信息相关的五个沟通原则:反营销,为行为改变提供可信和讨人喜欢的“论据”,使用基于理论的模型,社会建模和行为选择,以及在行为选择明确时进行风险沟通。我们研究了社会营销对其他健康风险行为的研究,并研究了最近一项促进父母与孩子就等待发生性行为进行沟通的活动。研究结果表明,为了减少青少年意外怀孕和改善生殖健康结果,需要有针对性的预防信息和社会营销方法。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social Marketing as a Strategy to Reduce Unintended Adolescent Pregnancy
Recent research has shown that 82% of adolescent pregnancies are unintended. Social marketing has potential to reduce unintended adolescent pregnancy but its effectiveness in this area has not been thoroughly evaluated. This arti- cle reviews the literature on social marketing and assesses its potential to reduce unintended adolescent pregnancy. We identified five communication principles as relevant to adolescent reproductive health messaging: Countermarketing, making credible and likeable "arguments" for behavior change, use of theory-based models, social modeling and behav- ioral alternatives, and risk communication when the behavioral choices are clear. We examine studies of social marketing on other health risk behaviors and a case study of a recent campaign to promote parent-child communication about wait- ing to have sex. Findings suggest that to reduce unintended pregnancy and improve reproductive health outcomes among adolescents, there is a need for targeted prevention messages and social marketing approaches.
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