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Combining the health belief model and social marketing to develop a community-level campaign about asthma for older adults

Conference Paper


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Abstract


  • This conceptual paper provides a rationale for combining health behaviour theory

    with a social marketing framework in order to develop a community-level asthma

    campaign for adults aged 55 years and older. The prevalence of asthma in older

    adults in Australia is approximately 10%, higher than in many other countries, and

    asthma mortality increases with age. In addition, older adults’ perceptions of

    asthma causes and treatments are often inaccurate. Many older adults believe

    that asthma is a childhood disease and that the effects of the condition are

    relatively minor and would not impact on daily life. In order to address these

    misperceptions, it is useful to utilise the constructs of the Health Belief Model in

    conjunction with a framework for the development and implementation of a

    health promotion effort. The social marketing framework is directly aligned with

    the most successful methods of promoting health to older adults; tailoring health

    messages (promotion) to individuals and the community that they are living in,

    actively involving the older adults themselves to understand their health beliefs

    and behaviours, empowering individuals by reducing barriers to action (price),

    enabling individuals to take control of their health (product) through increased

    knowledge, and ensuring ease of access (place) to health messages and

    promotional activities. The segment of the population aged 55 years and over not

    only has a demonstrated need for asthma awareness but also has been largely

    ignored by past asthma awareness activities. To extend the efforts of previous

    health promotion efforts, a campaign must be developed, implemented and

    evaluated to specifically target older adults about asthma to address their low

    perceived susceptibility to, and severity of, the condition. This paper presents a

    conceptual framework for the application of the Health Belief Model and social

    marketing theory to influence the asthma perceptions of older adults.

UOW Authors


  •   Evers, Uwana (external author)
  •   Jones, Sandra C. (external author)
  •   Caputi, Peter
  •   Iverson, Donald C.

Publication Date


  • 2011

Citation


  • Evers, U., Jones, S. C., Caputi, P. & Iverson, D. C. (2011). Combining the health belief model and social marketing to develop a community-level campaign about asthma for older adults. 10th national emerging researchers in ageing conference: Abstracts and proceedings (pp. 117-125). Australia: Emerging Researchers in Ageing.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1224&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/225

Start Page


  • 117

End Page


  • 125

Abstract


  • This conceptual paper provides a rationale for combining health behaviour theory

    with a social marketing framework in order to develop a community-level asthma

    campaign for adults aged 55 years and older. The prevalence of asthma in older

    adults in Australia is approximately 10%, higher than in many other countries, and

    asthma mortality increases with age. In addition, older adults’ perceptions of

    asthma causes and treatments are often inaccurate. Many older adults believe

    that asthma is a childhood disease and that the effects of the condition are

    relatively minor and would not impact on daily life. In order to address these

    misperceptions, it is useful to utilise the constructs of the Health Belief Model in

    conjunction with a framework for the development and implementation of a

    health promotion effort. The social marketing framework is directly aligned with

    the most successful methods of promoting health to older adults; tailoring health

    messages (promotion) to individuals and the community that they are living in,

    actively involving the older adults themselves to understand their health beliefs

    and behaviours, empowering individuals by reducing barriers to action (price),

    enabling individuals to take control of their health (product) through increased

    knowledge, and ensuring ease of access (place) to health messages and

    promotional activities. The segment of the population aged 55 years and over not

    only has a demonstrated need for asthma awareness but also has been largely

    ignored by past asthma awareness activities. To extend the efforts of previous

    health promotion efforts, a campaign must be developed, implemented and

    evaluated to specifically target older adults about asthma to address their low

    perceived susceptibility to, and severity of, the condition. This paper presents a

    conceptual framework for the application of the Health Belief Model and social

    marketing theory to influence the asthma perceptions of older adults.

UOW Authors


  •   Evers, Uwana (external author)
  •   Jones, Sandra C. (external author)
  •   Caputi, Peter
  •   Iverson, Donald C.

Publication Date


  • 2011

Citation


  • Evers, U., Jones, S. C., Caputi, P. & Iverson, D. C. (2011). Combining the health belief model and social marketing to develop a community-level campaign about asthma for older adults. 10th national emerging researchers in ageing conference: Abstracts and proceedings (pp. 117-125). Australia: Emerging Researchers in Ageing.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1224&context=sspapers

Ro Metadata Url


  • http://ro.uow.edu.au/sspapers/225

Start Page


  • 117

End Page


  • 125